{"id":241324,"date":"2026-01-19T20:08:16","date_gmt":"2026-01-19T20:08:16","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/241324\/"},"modified":"2026-01-19T20:08:16","modified_gmt":"2026-01-19T20:08:16","slug":"workshoppe-a-new-concept-looks-to-challenge-nycs-luxury-gym-elite","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/241324\/","title":{"rendered":"Workshoppe, a New Concept, Looks To Challenge NYC\u2019s Luxury Gym Elite"},"content":{"rendered":"

With a nightclub energy, modern amenities and an old-school training ethos for less than $200 per month, the Upper East Side newcomer believes it can attract New York gym-goers fed up with paying a premium <\/p>\n

Workshoppe, a new luxury gym in New York City\u2019s Upper East Side, is selling something radical in 2026: effort \u2014 without the status tax.<\/p>\n

It almost sounds impossible at a time when high-end fitness operators are pouring money into biomarker testing, pharmaceuticals and a \u201csee-and-be-seen\u201d ethos. But Workshoppe is taking a different route: back to basics, without sacrificing style.<\/p>\n

The mantra? Show up, lift heavy and do the work.<\/p>\n

A Founder Who\u2019s Seen It All<\/p>\n

That philosophy may stem from founder Damon Risucci\u2019s long history in the industry. He\u2019s been in the fitness business since the 1990s \u2014 long enough to watch trends cycle through and grow wary of shiny new ideas that skip the fundamentals.<\/p>\n

\u201cI owned a business called Boom Fitness,\u201d Risucci tells ATN. \u201cWe were in Manhattan, and we sold our business to Crunch.\u00a0We worked\u00a0a\u00a0while\u00a0in the Crunch business, and we (still) own one in Marlboro, New Jersey.\u201d<\/p>\n

But after years in the big-box gym biz, Risucci felt pulled back to where it all started.<\/p>\n

\u201cWe wanted to go back to our roots in Manhattan and build something that definitely addressed some customer issues,\u201d he says.<\/p>\n

That idea became Workshoppe<\/a>, a 17,000-square-foot club at 1120 Third\u00a0Ave., between 65th and 66th streets, blending nightclub energy with serious training. The space, which officially opened last August, leans luxe, with immersive lighting, curated playlists and spa-level locker rooms featuring pink Himalayan salt saunas.<\/p>\n

\"\"credit: Workshoppe<\/p>\n

But Risucci is quick to shut down the idea that premium design should dilute the workout.<\/p>\n

\u201cI think first and foremost, luxury doesn\u2019t mean that the workout is going to be lacking or not intense,\u201d he says. \u201cHaving a high level of finish and a pretty space doesn\u2019t necessarily mean that the workouts need to be compromised.\u201d<\/p>\n

\u201cSomething else we have executed effectively is just really getting a varied and different type of equipment,\u201d he adds.<\/p>\n

Hardware & Hardwork Over Hype<\/p>\n

Workshoppe has leaned heavily into hardware, outfitting its floor with equipment from Panatta, Arsenal, Atlantis, Technogym and Primal.<\/p>\n

\u201cSince COVID, people have become equipment wonks,\u201d Risucci says. \u201cThey\u2019ve been looking at equipment on\u00a0the internet that\u2019s international. Things are coming from different parts of the world that are pushing the game.\u201d<\/p>\n

Classes are also a focal point at Workshoppe, with offerings that include hot yoga, hot Pilates, Les Mills Body Pump and boot camp, along with personal training and members-only wellness events.<\/p>\n

\"\"credit: Workshoppe<\/p>\n

Risucci suggests that while the U.S. has long led the fitness industry, American operators have grown \u201ccomplacent\u201d as gyms abroad raise the bar.<\/p>\n

\u201cOver the last maybe 15 years, it\u2019s been getting a lot of traction in Europe and Asia,\u201d he says. \u201cThere are\u00a0some incredible gyms\u00a0being\u00a0built\u00a0in the Middle East and Dubai<\/a> and places like that. It\u2019s really changing the way I think gyms are going to\u00a0be designed\u00a0in the U.S.\u201d<\/p>\n

While competitors race to layer in GLP-1s and gym-as-a-clinic offerings<\/a>, Risucci is taking a more cautious view.<\/p>\n

\u201cI think Workshoppe is going to evolve in a lot of ways,\u201d he says. \u201cBut I do think that a lot of these pharmaceuticals and a lot of those products \u2014 they come out, and then the bad news comes out behind them. And it happens almost every time.\u201d<\/p>\n

Instead, he\u2019s bullish on something far less flashy.<\/p>\n

\u201cWhat is tried and true is putting in the hard work,\u201d Risucci says. \u201cWe try to make it fun, cool and luxurious. We\u2019re just trying to improve the atmosphere where you\u2019re doing the hard work. The natural way has always been the best\u00a0way, and you can always hang your hat on that.\u201d<\/p>\n

That doesn\u2019t mean Workshoppe won\u2019t evolve. Risucci says the brand could eventually explore\u00a0offerings like meal planning\u00a0to make it easier for members to eat well.<\/p>\n

\u201cI think nutritional products have a space there,\u201d he says, \u201cbut I think our main focus for the next bunch of years is going to be to produce a space and an atmosphere and a vibe that people like to be in \u2014 and that\u2019s going to be the engine that drives\u00a0really good\u00a0workouts.\u201d<\/p>\n

Luxury, Without the Markup<\/p>\n

That back-to-basics philosophy extends to pricing. Workshoppe is intentionally undercutting its main luxury competitors, with memberships ranging from $150 to $175 a month, a figure Risucci says allows the club to deliver premium amenities without the premium markup.<\/p>\n

Risucci says Workshoppe is already attracting a\u00a0wide\u00a0mix of members, skewing slightly\u00a0more female, particularly\u00a0women serious about strength training.<\/p>\n

\"\"credit: Workshoppe<\/p>\n

\u201cI\u2019m seeing heavier and heavier weights\u00a0being moved around\u00a0by women than ever before,\u201d he says. \u201cThat\u2019s a good thing, because from a health and fitness standpoint, it\u2019s probably the best thing they could do with their time.\u201d<\/p>\n

There\u2019s also a strong pull from Gen Z and Millennials, whom Risucci sees as the core of Workshoppe\u2019s audience.<\/p>\n

\u201cThis younger group \u2014 these Gen Zs and the millennials \u2014 they work out,\u201d he says. \u201cThey don\u2019t drink as much as the other generations did<\/a>, but they work out. Working out is a part of their lifestyle. I don\u2019t think\u00a0they\u2019re going to\u00a0be able to go without the gym. So that is the core of our group.\u201d<\/p>\n

Built for Real Life<\/p>\n

With that in mind, the club is designed around real-life schedules and for those who prefer flexibility.<\/p>\n

Workshoppe operates 24 hours a day, Monday through Friday, opening at 5 a.m. Monday and closing at 11 p.m. Friday, with weekend hours from 7 a.m. to 8 p.m.<\/p>\n

Its Upper East Side location also places it near major hospitals, restaurants and hotels.<\/p>\n

\u201cYou have all these people who work evening shifts,\u201d he says. \u201cMedical and hospitality are high-stress jobs, and\u00a0it\u2019s\u00a0really important\u00a0for them to work\u00a0out. So we\u2019re hoping we can speak to them.\u201d<\/p>\n

Growth, Without Compromise<\/p>\n

Looking ahead, Risucci sees growth, but not at the expense of the brand.<\/p>\n

\u201cWe\u2019ve been in discussions to expand,\u201d he says. \u201cBut I don\u2019t think we\u2019re going to do a franchise model. Each Workshoppe\u00a0is going to\u00a0be carefully curated. There\u2019s a lot more to it than building a cookie-cutter location.\u201d<\/p>\n

Real estate, he adds, will dictate the pace.<\/p>\n

In five years, he hopes to have seven or eight locations, likely in \u201cdensely populated urban neighborhoods.\u201d <\/p>\n

For all the strategy and ambition, though, his motivation remains simple.<\/p>\n

\u201cI just enjoy making people happy,\u201d Risucci says. \u201cI like to walk in the gym and see people being happy. If there\u2019s a problem,\u00a0I\u2019m focused\u00a0on fixing it \u2014 so I can see more smiling faces. Everything else takes care of itself.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"With a nightclub energy, modern amenities and an old-school training ethos for less than $200 per month, the…\n","protected":false},"author":2,"featured_media":241325,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37],"tags":[565,3107,134,76409,111,139,53713,69,141900],"class_list":{"0":"post-241324","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-fitness","8":"tag-fitness","9":"tag-gyms","10":"tag-health","11":"tag-luxury-gym","12":"tag-new-zealand","13":"tag-newzealand","14":"tag-nyc","15":"tag-nz","16":"tag-workshoppe"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/241324","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=241324"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/241324\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/241325"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=241324"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=241324"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=241324"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}