
Working out solidcore's real estate growth strategy
Prime retail space is hard to find. How does solidcore keep growing? Solidcore is scaling fast. The boutique fitness brand will have approximately 190 locations open by the end of the month, up from about 85 when Josh Rainey joined the company. It expects to reach roughly 240 locations by the end of next year. The demand is there. The real estate is the harder part. Josh, senior director of real estate and growth at solidcore, joins Chris Ressa to explain what it takes to expand a national fitness concept when nearly every growing retailer wants the same 1,800- to 3,000-square-foot spaces. Solidcore is pursuing high-quality real estate across tier-one and tier-two markets, but it does not rely on one property type. The team studies how customers move through each trade area, what conveniences they expect, and which destinations already fit their routines. A street-front studio may work in New York. Surface parking could be critical in Texas. A grocery-anchored center can win when it offers the right mix of food, services, and daily traffic. The larger lesson is that good real estate is not defined by a category. It is defined by the customer. Josh also shares how solidcore doubled the size of a high-performing Chelsea studio by taking over the adjacent space. The expansion required the brand to revisit its lease, navigate a landmarked New York City building, and connect the two studios while closing for only 72 hours. What began as an unusual solution has become a model solidcore plans to replicate. The conversation goes beyond finding available boxes. It examines how co-tenancy reinforces customer habits, why convenience changes from market to market, and how a retailer’s lease priorities evolve as the company matures. For landlords, retailers, and investors, solidcore’s growth offers a clear takeaway: winning locations come from understanding how people actually use a place—and creating enough value to make them return. What You’ll Hear How solidcore grew from approximately 85 studios to nearly 190 locations Why the 1,800- to 3,000-square-foot range has become one of retail’s most competitive How solidcore evaluates street retail, grocery-anchored centers, lifestyle projects, and freestanding locations Why customer behavior matters more than adhering to one preferred property type How food, beverage, and complementary co-tenants can reinforce a seven-visit-per-month fitness routine Why parking expectations in Texas are different from those in Los Angeles or Miami What the shift toward services, wellness, and specialized fitness means for retail real estate How solidcore doubled the size of a successful Chelsea studio What a growing retailer can gain by reopening and restructuring an existing lease Why reliable rent payments, reinvestment, and a clear growth story matter to landlords Chapters 00:00 — Welcome to Retail Retold Chris introduces Josh Rainey, senior director of real estate and growth at solidcore. 01:02 — Building a career in retail real estate Josh shares how an early fascination with places and development led him to the retailer side of the business. 03:16 — Solidcore’s growth story The brand has grown from approximately 85 locations to nearly 190, with more expansion ahead. 05:10 — Where fitness spending is moving Josh explains why consumers continue to invest in health, wellness, services, and specialized workouts. 06:15 — Why boutique fitness keeps fragmenting Smaller classes, specialized formats, recovery, and flexibility are reshaping the fitness landscape. 09:40 — Competing for retail’s most wanted space Solidcore’s preferred size range puts the brand in direct competition with many other expanding concepts. 11:14 — Choosing the right type of real estate Street retail, lifestyle centers, grocery-anchored properties, and freestanding buildings can all work under the right conditions. 13:34 — Co-tenancy that strengthens a routine Josh breaks down how food, beverage, and complementary brands can make a center more valuable to solidcore customers. 15:00 — Convenience changes by market Parking, transit, access, and local expectations influence what makes a location viable. 17:40 — The Chelsea expansion story A high-performing studio needed more capacity, so solidcore looked through the wall instead of across the market. 20:46 — Renegotiating for growth The brand blended the expanded premises into one lease while updating language that no longer matched its standards. 23:08 — Connecting two studios in 72 hours Solidcore kept disruption to a minimum while creating a contiguous dual-studio location. 24:38 — A new brand and a larger ecosystem Josh previews solidcore’s next concept and the company’s ambition to capture more of the customer’s wellness spending. 25:32 — Retail rapid fire Josh makes the case for bringing back Burdines and Sharper Image—and admits where Chris would find him at Target.





