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Getting Sweaty – And Showing It, On Broad Street



There’s a pretty solid understanding that the old quote “Never let them see you sweat”, popularized in a mid-80s deodorant commercial easily applies to anyone in business within ear shot of a trading floor.

But that was before luxury boutique fitness brand, BFX Studio officially opened its doors at 30 Broad Street at the start of April. A former trading floor is now a training floor where the best currency around is a major electrolyte purge.

It’s a sweat fix some of New York’s fittest are clearly after. The boutique’s Spring launch event drew Former Victoria’s Secret model, Toni Garrn who trains AWC_5042with BFX Studio’s Derek Stratton. Garrn capped her tour of the new facility by mixing it up with New York City DJ, Brendan Fallis. Fox 5 weatherman Mike Woods also celebrated the launch spinning and strength-drilling his way through BFX Studio’s signature Fusion class alongside actor Michael McGlone with celebrity trainer Kira Stokes.

Regan Communications Group NYC Team managed press outreach for the event and secured close to 75 top fitness,  health & wellness media influencers in the industry to sweat it out in the Fusion and Box & Bell classes.

AWC_5004BFX Studio FiDi’s launch was also welcomed with the support of community groups including Community Board 1, The Metropolitan Waterfront Alliance and the Lower Manhattan Marketing Association.

The 15,000 square foot studio is housed in a space so pristinely impressive that some gym-goers are dubbing it a “boutique palace” and “penthouse of sweat”.  We wouldn’t say that description is a stretch. In addition to the square footage, the studio has 22 foot ceilings with floor-to-ceiling windows flooding natural light into sections of group and private training floors. The new FiDi location expands on BFX Studio’s signature cross-training approach to the boutique atmosphere. It houses three major training studios under one roof: an indoor-cycling Fusion room, group exercise space, and personalAWC_4995 training. The comprehensive model sets BFX Studio apart from boutique competitors. Most boutique brands have one studio with one modality.

And in a serious nod to the Wall Street-area boxing tradition, BFX Studio’s Box & Bell program (a mixture of boxing and kettlebell/weight training) introduced former professional boxer and celebrity trainer Hollywood Hino to its high-caliber instructor roster. Hino is known for training such talents as Carmelo Anthony, LaLa Anthony, Swizz Beatz, Kelly Rowland, Curtis Martin and Ansel Elgort.

Like its first location in Chelsea, BFX Studio, FiDi also features wearable, performance-based technology and exclusive fitness assessment tools like Fit3D and DMX STRENGTH which help clients eliminate the guess-work of training progress. It’s the spot where you should definitely let EVERYONE see you sweat.


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