The jet-set members’ club is planting its fourth New York City location on Broadway in NoMad, and this one comes with something none of its Manhattan clubhouses has ever had. It will have a full-blown fitness floor.
The new outpost is slated to welcome members in early 2028. It will give two entire floors over to sweating it out and recovering afterward. The company is pitching the space as its most ambitious Soho Health Club yet. The 20,000-square-foot facility will include saunas, ice baths, a hammam, instructor-led classes and a smoothie counter where members can refuel and mingle after a workout.
“Our New York members have long told us they would value a gym and wellness facilities as part of our commitment to give them a membership that suits their lifestyles morning noon night.
“We’re really happy to finally make this happen and open a world-class Soho Health Club,” a Soho House spokeswoman told The Post.
The club’s three existing city locations are housed in buildings that couldn’t be reworked to fit a fitness operation of this size, according to the company.
Soho House says it had been hunting for another New York site for a while. NoMad’s revival and its growing creative crowd made the neighborhood an easy pick, and so did its location, a short trip for members based near the other three Houses.
The address carries some serious pedigree. The 12-story building sits on the southeast corner of Broadway and West 28th Street and takes its name from its original owner, Caroline Johnston — a prominent late 19th and early 20th-century developer. It has a limestone Beaux-Arts facade and counts as part of the landmarked Madison Square North Historic District.
Built in 1903, it later became the NoMad Hotel, which helped turn the surrounding blocks into a destination for modern New Yorkers. Today it’s home to The Ned NoMad, a sister brand that was redesigned by Soho House’s own design team.
Soho House is reworking the first four floors for its members. Plans call for a club bar, a drawing room with views of Broadway, a separate bar and lounge, a pantry for late-night nightcaps, a tucked-away terrace and a stage for live shows.
At street level, Cecconi’s and the Little Ned wine and cocktail bar aren’t going anywhere. The Ned will keep running 120 hotel rooms on floors five through 12, and anyone can book them. Ned’s Club NoMad will also stay put.
Just don’t call it a two-for-one. Soho House insists the two brands are not connected, even though they share a roof. Each will have its own front door and its own members-only space. Members who want both won’t get a bundle deal or a discount.
Access to the new club comes through the Every House membership, which costs $6,000 at every New York location. That membership also unlocks more than 50 Houses around the globe. Members pick a home club based on where they live but can drop into the others, and each one runs its own events and menus.
The expansion follows a turbulent stretch for the brand. Soho House returned to private hands after a $2.7 billion take-private deal that nearly fell apart, with Ashton Kutcher putting in fresh equity and taking a board seat.
The NoMad news also comes on the heels of a splashy citywide flex. On Oct. 3, Soho House threw its first-ever New York festival at Pier 17. Alanis Morissette headlined, Questlove brought out Pusha-T and A$AP Ferg, and MGMT closed out the night.
