CorePower Yoga is set to introduce a new studio at The Willow, Naftali Group’s recently opened luxury residential development at 201 E. 23rd St. in Manhattan’s Gramercy neighborhood. The brand, described as the nation’s largest yoga studio operator, will establish its first Gramercy location in the building’s ground-floor retail space, adding a wellness-focused use to the property’s street-level offering.
The forthcoming studio will occupy approximately 3,100 square feet at the corner of Third Avenue and 23rd Street. Positioned along this high-visibility corridor, the space is designed to function as a neighborhood wellness destination that serves both residents of The Willow and the broader Gramercy community.
The Willow has been conceived as a boutique-scale residential building, and residents have recently begun moving in. Within that context, the addition of CorePower Yoga brings a branded fitness and wellness component directly into the property, aligning with the building’s focus on integrating into the surrounding neighborhood fabric.
Danielle Naftali, EVP of Marketing, Sales and Design at Naftali Group, emphasized that the project was designed to feel closely tied to Gramercy, with a strong sense of place that reflects the area’s history, character and daily rhythm. She noted that introducing CorePower Yoga into this environment adds another layer to the resident and neighborhood experience, complementing day-to-day life at The Willow as well as activity in the immediate area.
The new Gramercy studio will further expand CorePower Yoga’s footprint in New York City. At this location, the brand plans to offer its signature mix of heated yoga, strength and recovery-oriented classes. These programs are described as being rooted in mindfulness and community connection, underscoring the operator’s focus on fitness and wellness programming as a draw for local users.
The studio is slated to open toward the end of the year, adding another retail tenant to the Third Avenue and 23rd Street corridor. While financial terms and lease details were not disclosed, the deal highlights the use of ground-floor space in a recently delivered residential building to bring in a national wellness brand at a neighborhood intersection.
