The New Competitive Edge: Why 71% of Residents Choose Buildings with a Gym (and Will Pay $73 Extra for Peloton) (Focus: Residential Statistics, Willingness to Pay, Amenity ROI)

The real estate landscape is undergoing a profound transformation. Today’s consumers no longer view their apartments, hotel rooms, or office buildings as mere structures; they see them as critical environments that either support or hinder their physical and mental wellbeing. This shift is driving the exponential rise of Wellness Real Estate, properties intentionally designed to promote the holistic health of inhabitants through design, amenities, programming, and other features.

This is not a fleeting trend, but a foundational market shift backed by hard data. The Global Wellness Institute estimates that wellness real estate is poised for an estimated annual growth of 15 percent, projected to reach a massive $1.1 trillion global market size by 2029.

For developers, property managers, and asset owners in the residential, corporate, and hospitality sectors, this means that investing in top-tier wellness offerings, particularly best-in-class fitness amenities, is no longer optional; it is the competitive edge required to attract and retain high-value tenants and guests.

Here is a deep dive into the four pillars of this movement, the essential role of premium fitness equipment, and the clear financial incentives for properties that build for wellbeing.

Design – Building Health into the Blueprint

The foundation of wellness real estate starts long before the first tenant signs a lease. It begins with the intention of the design, which is now understood to directly impact residents’ health outcomes.

As Danny Dulkin, Senior Vice President of Development at Arch Amenities Group, notes, “Compared to 2017, when fitness centers were in the basement, now they’re sometimes in the penthouse, or on a high floor with great views”.

The Power of Intentional Design and Certification

Wellness-forward properties are incorporating design principles that create a specific customer journey and mindset, weaving wellness throughout the entire property. This includes adhering to strict, evidence-based environmental and public health standards:

• WELL and Fitwel: These organizations set standards for factors like air quality, natural light, community, and sound. The financial benefit is clear: MIT’s Real Estate Innovation Lab found that certified real estate commands between 4.4 and 7.7 percent more per square foot in rent compared with nearby non-certified options.
• Biophilic Design: Promoting a strong relationship with nature has the potential to support mental, cardiovascular, neurological, and immune functions by reducing stress and supporting sleep. This involves planning spaces that allow for direct and indirect experiences with nature, using features such as natural light, ventilation, water, and outdoor areas. The 5 MLK mixed-use development in Portland, Oregon, for example, achieved Fitwel design certification, with about one-third of the structure covered in greenery.
• The Intersection of Wellness and Luxury: Good design is now synonymous with a premium experience. As Dulkin points out, “I believe that wellness has become more synonymous with luxury”. This is evident in luxury fitness centers like the two-story facility at The Waller at Symphony Square in Austin, Texas, which features marble-walled, spa-like locker rooms and floor-to-ceiling windows.

The design philosophy must take a comprehensive view of wellbeing, going beyond the gym to include “sleep, the intersection with wellness and food and beverage,” according to Amanda Al-Masri, Global Vice President of Wellness at Hilton. High quality mattresses, soundproofing, and other interior ergonomics are now non-negotiables for customer loyalty, with 70 percent of luxury travelers choosing hotels with sleep-centric amenities.

Amenities – The Must Haves That Drive Premium Pricing

When it comes to amenities, fitness centers are paramount. In-building fitness centers were ranked as the number one most important amenity by residents surveyed, ranking higher than laundry, parking, or a doorman.

The Residential Advantage

For multi-family residential properties, a gym is a powerful driver for both attracting and commanding a premium price from residents:

• 71 percent of residents surveyed are more likely to choose a building or condo with a gym.
• 54 percent of residents surveyed are willing to pay more in rent or amenity fees for a building or condo with a gym.
• Those residents willing to pay more are amenable to spending an average of an additional $63 monthly for in-building gym access, or an additional $73 monthly for an apartment or condo with used Peloton equipment.

The presence of name-brand fitness technology, such as used Peloton equipment, gives properties a distinct competitive advantage because consumers today are willing to pay a premium for access to these brands. Properties like Modera Westside Trail in Atlanta, Georgia, and Vyne on Haven in Elmhurst, Illinois, are leveraging this by featuring club-quality fitness centers equipped with used Peloton Bikes.

The Corporate and Hospitality Necessity

In commercial and hospitality real estate, premium amenities differentiate a property in a competitive market:

• Commercial: In the office space, state-of-the-art fitness centers are a major draw as companies return to in-person and hybrid work. As Dulkin explains, if two buildings offer similar pricing, the one with “significantly better amenities” will be chosen. Beyond the essentials, premium finishes, thermal amenities, recovery options, and spa-quality locker rooms are what differentiate a space.
• Hospitality: Fitness amenities are just as crucial for travelers. Nearly 70 percent of business travelers regularly or sometimes exercise when on the road, driven by the need to maintain their routine. The fitness center is a baseline, but travelers value premium offerings:
  • Peloton was the #1 most appealing used fitness brand in a dedicated fitness and wellness space at a hotel or vacation rental among surveyed travelers.
  • Surveyed travelers willing to pay more would pay an extra $34 per night for fitness center access with used Peloton equipment.
  • Guests willing to pay more for in-room fitness options would pay $40+ extra per night for in-room access to used Peloton equipment.

Properties like Hilton are addressing this demand with complimentary access to used Peloton’s on-demand content on in-room TVs, and the “Five Feet to Fitness With Used Peloton” rooms, which include a Used Peloton Bike and accessories, allowing guests to maintain their routine with convenience and privacy.

Technology – The Demand for Personalization and Connected Fitness

The modern consumer demands a personalized approach to wellness, and technology is the vehicle that delivers it. As TJ Abrams, VP of Global Wellbeing Business at Hyatt, notes, consumers are already using AI for travel planning and are likely to lean on it for personalized wellness and fitness guidance in the future.

Connected fitness equipment, like used Peloton’s, uses personalized software features that offer:

• Class recommendations based on recent workouts and fitness goals.
• Weekly performance insights to help exercisers train toward their personal goals.

This trend is moving quickly, with some properties already leveraging advanced technology. Continuum in New York City uses members’ biometric data and proprietary AI to develop personalized wellness plans. For properties seeking a competitive advantage, investing in technology that offers high-quality, personalized, and convenient experiences, whether through connected equipment or future AI-based coaching, is critical to meeting the expectations of “wellness natives” like Millennials and Gen Z.

Community and Experiences – The Desire for Connection

Wellness today is “much bigger and broader” than just a good gym; it is about socializing and connection, which benefit mental health and overall longevity.

Fostering Community Through Fitness

Community and social opportunities are a deeply desired, yet often underrated, component of wellness real estate. Group fitness classes, for example, not only make on-site fitness more competitive with offsite studios but also create opportunities for residents to meet their neighbors.

• Utah City, a mixed-use community in Vineyard, Utah, will offer group classes like outdoor yoga and feature green spaces where residents can walk, exercise, work, or socialize.
• Brooklyn Crossing in New York City offers a “Neighborly Events” program, where residents who host events can get reimbursed for their party-planning expenses, actively fostering resident connections.

Experiential Wellness

For the hospitality sector, consumers are seeking memorable, experiential offerings that help them feel their best while also providing entertainment. The wellness tourism market is massive, valued globally at $894 billion.

• Wellness travelers, who may travel three to four times a year and invest significantly in innovative wellness products, are swayed by unique experiences.
• Hyatt’s properties offer varied experiences, from guided meditation in the Sierra de las Nieves (La Zambra) to horseback riding through the rainforest (Andaz Costa Rica).
• Even accessible outdoor spaces are being enhanced. Outdoor trails and the hotel gym are more frequently used than other wellness amenities among travelers, making guided hikes, outdoor yoga, and enhanced landscaping highly valuable.

The Bottom Line on Building for Wellbeing

The evidence is overwhelming: wellness real estate is a rapidly expanding segment, and fitness amenities are the most important driver of consumer decision-making and willingness to pay. 82 percent of U.S. consumers already consider wellness a top or important priority in their everyday lives.

For property decision-makers, the road map for a competitive future is clear:

1. Prioritize Design: Weave wellness into the blueprint through biophilic design and pursue certifications like WELL or Fitwel to secure higher rents.
2. Invest in Premium Amenities: A best-in-class gym with name-brand connected equipment (like used Peloton, used Tonal) is essential to capture the price premium consumers are willing to pay for convenience and quality. Additionally, don’t forget about used Sauna, Hot Tubs, Swim Spas and more!
3. Integrate Technology: Use personalization features and future AI-based guidance to meet the high-tech expectations of younger, high-spending generations.
4. Foster Community: Create opportunities for social connection through programming and community spaces, which addresses a fundamental human need and enhances loyalty.

By adopting these four pillars, Design, Amenities, Technology, and Experiences, property owners and developers can secure guest and tenant loyalty, ensuring their portfolio remains competitive and positioned for high returns in the trillion-dollar future of the wellness real estate market.

 

External Sources

• Source 1 (Wellness Real Estate Market Data): Global Wellness Institute: Wellness Real Estate Market Reached $584 Billion in 2024 and Is Forecast to Double to $1.1 Trillion by 2028 (June 2025).
• Source 2 (Consumer Wellness Priority Data): McKinsey, What is the Future of Wellness (November 20, 2024).

Peloton Internal Survey Data

The following sources refer to surveys conducted by Peloton in November 2024, used to gather data on consumer behavior regarding fitness amenities in residential and hospitality settings:

• Source 4: Based on a survey of Peloton Members who live in an apartment building or condo and have access to a gym in their residential building.
• Source 5: Based on a survey of 411 Peloton Members and 288 non-members who live in an apartment building or condo and have access to a gym in their residential building, conducted by Peloton in November 2024.
• Source 6: Based on a survey of approx. 31 Peloton Members and 149 non-members who live in an apartment building or condo and have access to a gym in their residential building and are willing to pay “somewhat” or “much more” in rent/amenity fees for a building with a gym.
• Source 8: Based on a survey of approx. 389 Peloton Members and 1,235 non-members who stay in a hotel or vacation rental 2+ times per year.
• Source 9: Based on a survey of approx. 389 Peloton members and 1,235 non-members who stay in a hotel or vacation rental 2+ times per year (respondents were shown 10 brands across three fitness categories and chose up to 3 of their most preferred).
• Source 10: Based on a survey of approx. 275 Peloton Members and 372 non-members who stay in a hotel or vacation rental 2+ times per year and are willing to spend “somewhat” or “much more” per night for access to Peloton equipment in their hotel.
• Source 11: Based on a survey of approx. 389 Peloton members and 1,235 non-members who stay in a hotel or vacation rental 2+ times per year.

 

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