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The basics:
SJP Properties continues to grow the lineup of health and wellness-related amenities at its signature developments across North Jersey.
After signing leases for space at 70 Speedwell Ave. in Morristown, fitness concept Strong Pilates and luxury contrast therapy wellness brand SweatHouz expect to open this spring, the firm told NJBIZ exclusively.
A unique community-style fitness experience, Strong Pilates fuses Pilates, cardio and strength training into a full-body low impact, high intensity workout. The brand’s 100-plus locations nationwide include its first New Jersey site, which opened in Garwood last year. Meanwhile, SweatHouz offers clients exposure to heat and cold in private wellness suites with infrared saunas, cold plunge immersion and vitamin C showers. The lineup of services aims to to support muscle recovery, circulation, stress relief and overall wellness.
The franchise has a national footprint of about 80 studios. Within New Jersey, it already has locations in Montvale, Garwood, Short Hills, Edgewater, Springfield and Hoboken.
Recently redeveloped by SJP and Scotto Properties, 70 Speedwell Ave. is a built-to-suit site in downtown Morristown that serves as a new, modern headquarters for Valley National Bank.
Since the property’s completion in fall 2023, medical aesthetics practice FACE opened in January 2025. Later that year, gourmet toast and juice bar Toastique began welcoming customers in July.
Both Strong Pilates and SweatHouz anticipate mid-March grand openings, SJP said.
According to the firm, Strong Pilates took a 10-year-lease for a 2,692-square-foot location. SweatHouz signed a 10-year-lease for a 2,338-square-foot space.
It’s a HIIT
Meanwhile, at SJP’s Waterfront Corporate Center in Hoboken, boutique fitness brand Barry’s made its New Jersey debut last fall.
Located on the ground floor of Waterfront Corporate Center II, the concept offers high-intensity interval training (HIIT) classes that combine treadmill running with strength training. Barry’s took a 10-year lease for a 4,977-square-foot space, SJP said.
Making its New Jersey debut last fall, boutique fitness brand Barry’s signed a 10-year lease for a 4,977-square-foot space at SJP’s Waterfront Corporate Center in Hoboken. – PROVIDED BY SJP PROPERTIES
Barry’s offers high-intensity interval training (HIIT) classes that combine treadmill running with strength training. – PROVIDED BY SJP PROPERTIES
Situated within the heart of Hoboken’s master-planned, pedestrian-friendly waterfront, the three-building complex is home to several high-profile tenants, such as Unilever, Hain Celestial, EY, Lipton Tea and Walmart.
Retail occupants at Waterfront Corporate Center include food hall and delivery concept Wonder, gym franchise Crunch Fitness, upscale bar and grill Del Frisco’s Grille, early childhood education center Cresthill Academy and specialty coffee chain Gregorys Coffee.
SJP Senior Vice President of Leasing and Development Alexander Erdos believes Strong Pilates, SweatHouz and Barry’s are well positioned for their respective locations. And while there are several amenitized buildings with gyms nearby in Hoboken, SJP realized the high demand for boutique fitness and successfully attracted Barry’s to open its first NJ location here.
In Morristown, which boasts easy commutes to New York City, SJP saw potential to bring global brands to Speedwell Avenue to meet the needs of a growing residential and workforce population.
Target audience
SJP completed M Station East in Morristown in 2022. Deloitte fully occupies the building. Finished last year, Sanaofi now fully leases M Station West.
Last fall, town officials approved M Lofts, the firm’s project to bring 150 residential units to Spring Street. It is expected to break ground this year, according to SJP.
“SJP has been developing downtown urban and semi-urban downtown locations for the past four decades. And one of the reasons we’re able to attract these types of tenants in the first place is because we have such a strong base of daytime foot traffic emanating from the office properties that we’ve created,” Erdos said, adding, “Also, just the quality of the tenants that we attract in terms of the office product.
“Looking at global brands like Unilever and Walmart, lots of retailers, especially cutting-edge retailers and higher end brands want to be around those employees.”
Looking at global brands like Unilever and Walmart, lots of retailers, especially cutting-edge retailers and higher end brands want to be around those employees.
– Alexander Erdos, SJP senior vice president of leasing and development
“And when you combine that layer with then the residential projects that are in process too, it creates a really well trafficked ecosystem and a symbiotic relationship with all day traffic and really the right target audience for this type of retail. So, the more we drive that daytime traffic, the more you see demand for this type of higher-end retail,” he went on to say.
The right fit
Following the signings, 70 Speedwell Ave. has no vacancies and Hoboken Waterfront Corporate Center has one space remaining, according to Erdos.
“I think we’re thrilled overall to have such an excellent roster of retailers in our spaces and amenitize our buildings. And we’re looking forward to continuing with that momentum. I think our ability to build high-quality spaces through our construction service SJP Project Solutions is really helping to drive that along with our high-quality buildings and well-located buildings and our track record,” he stated.
Following the recent lease signings, 70 Speedwell Ave. in Morristown now has no vacancies. – PHOTO BY KATHERINE MARKS/PROVIDED BY SJP PROPERTIES
When it comes to finding tenants, SJP handles some of it in-house but also works with brokers throughout the state, Erdos said.
“I think a lot of it is kind of self-selecting. If you have really high-quality real estate that’s really well located in a walkable downtown, it is going to be a desirable area for retailers. And then I think from there, we are always very thoughtful and intentional about who we choose to work with, and we’re really fortunate to have such a great selection of retailers interested in our spaces. And we always look to see who would be best suited to be a partner for us,” he shared.
