New Neighbor Roundup: New Balance, NRTHRN Strong, & Perspire Sauna Studio

Several exciting new businesses have recently opened in the neighborhood. This month’s roundup features a variety of new neighbors within the health and wellness sector, from a newly renovated flagship store to a boutique fitness studio. Stay in the know with the latest New Neighbors in Flatiron & NoMad.

New Balance, 150 Fifth Avenue, (212) 727-2520, @newbalance
Located in Flatiron, New Balance’s newly renovated flagship store is now open featuring a 2,200 square foot space. The store highlights the brand’s core principles of craft, innovation, and quality to create an elevated shopping experience rooted in authentic storytelling. “When we first opened our New York flagship store in Flatiron more than a decade ago, we knew this neighborhood represented the city’s energy and vibrancy – a destination where people come to discover, connect, and be inspired – making it the perfect backdrop for our reimagined flagship experience,” says Stephanie Smith, VP Retail North America, New Balance. “Today, this location allows us to bring the intersection of sport and culture to life in a way that feels uniquely New Balance, while putting our customer at the center in all aspects.” Upon entering the store, customers are at the center, and are inspired to explore and find their own style.

A key update to the flagship is that the store’s façade has been opened up, allowing for natural light while creating a connection to New York City’s unique energy and culture. Within New Balance, the store now features a spacious and dynamic area, that will evolve often to highlight the latest collaborations, events, launches, and activations. Shoppers can also check out dedicated spaces for performance and lifestyle items, from shoes to clothing and accessories. Head to New Balance to experience and shop at the newly unveiled flagship! New Balance is open Monday – Saturday from 10 am – 7 pm and Sunday from 11 am – 7 pm.

NRTHRN Strong, 35 West 21st Street, (646) 954-6634, @nrthrnstrng
The boutique fitness studio NRTHRN Strong has opened their first New York City location. Founded by Nicoline Roth, NRTHRN Strong’s philosophy is rooted in the principles of Nordic living such as strength, unity and connection to nature. The studio offers a holistic approach to health and wellness in a thoughtfully designed space that immerses you into a Nordic atmosphere, including lighting of the Northern Lights seen in Denmark and Norway. NRTHRN Strong’s space mirrors Roth’s passion for simplicity, warmth, and balance that’s inspired by hygge and the power of community.

At NRTHRN Strong, guests can experience a full-body workout during 50-minutes using a patented machine inspired by cross-country skiing. This unique method offers powerful blend of strength, cardio, and mobility that challenges every muscle while keeping your joints protected. Choose from Strong, the flagship class, combining strength training with high-intensity movement using weights, or Sculpt, a Pilates-inspired class that’s a low-impact, deep muscle workout that ends with a mindful breath work session. Sign up for a class at NRTHRN Strong to experience an endurance building workout! NRTHRN Strong is currently offering a Flatiron Founding Membership where you can receive an exclusive 30% off discount on a 30 classes/month membership. NRTHRN Strong is open daily.

Perspire Sauna Studio, 50 West 23rd Street, (646) 425-0022, @perspiresaunastudio
With dozens of locations throughout the country, Perspire Sauna Studio has landed in Flatiron. Creating a spa-like atmosphere, Perspire Sauna Studio offers infrared saunas and red light therapy to promote wellness within. Founder Lee Braun realized that infrared sauna sessions were difficult to find so in 2010 he set out to make them more accessible and convenient. During an infrared sauna session, guests can have a restorative experience with benefits including, body detox, stress relief, calorie burn, immunity boost, sleep improvement, and skin rejuvenation.

Guests can enjoy 40-minute infrared sauna sessions in private suites using medical-grade Red Light Therapy, a low-level laser light that promotes cell regeneration and reduces inflammation. Infrared heat works to increase circulation, oxygen flow, and help remove toxins from the body. By combining both methods, guests can enjoy greater benefits to help relieve stress and pain. In each private studio, guests can choose their preferred color lighting and enjoy TV, music, or listen to meditative sounds. In addition to infrared saunas, guests can try Contrast Therapy featuring a 45°F cold SNØ Shower for 45 seconds which can boost your energy and metabolism. To further enhance your Perspire Sauna Studio experience, enjoy a 20-minute Halotherapy session using HALO ONE™ technology that provides pharmaceutical-grade salt particles to breathe in. Book your first session today and explore monthly memberships at Perspire Sauna Studio! Perspire Sauna Studio is open Monday – Friday from 7 am – 10 pm and weekends from 8 am – 8 pm.

Header & Thumbnail Photo Credit: New Balance