Soho House Plans Fourth NYC Club With 20,000-SF Gym in NoMad

• Soho House plans to open its fourth New York City club in early 2028 at the historic Johnston Building in NoMad.
• The new location will feature a 20,000-square-foot fitness and wellness club, including saunas, ice baths, a hammam and instructor-led classes.
• The expansion will occupy renovated space at 1170 Broadway, while The Ned NoMad hotel, Cecconi’s and Little Ned continue operating in the building. 

What Soho House Is Adding In NoMad

Soho House is expanding its New York footprint with a new members-only club inside the historic Johnston Building at Broadway and West 28th Street.

Scheduled to open in early 2028, the club will span three floors, combining social spaces, dining, live entertainment and wellness facilities. The centerpiece is the brand’s first New York gym, marking a shift toward a more comprehensive lifestyle offering for members.

 

 

What The $20,000-Square-Foot Wellness Club Includes

The planned Soho Health Club will feature strength and cardio equipment, instructor-led fitness classes, saunas, an ice bath, a hammam and treatment rooms.

Members will also have access to social spaces designed for relaxing after workouts, including a smoothie counter. The wellness component gives Soho House a new way to attract members who want fitness and recovery facilities alongside its traditional hospitality and networking experience. 

What The Historic Building Brings To The Project

The 12-story Johnston Building dates to 1903 and features a limestone Beaux-Arts facade. Located at 1170 Broadway, the landmarked property previously housed the NoMad Hotel before becoming The Ned NoMad in 2022.

Soho House plans to renovate the first four floors for the new club, with a bar, drawing room overlooking Broadway, lounge, late-night pantry, outdoor terrace and live performance space. The historic architecture gives the project an established Manhattan address without requiring a ground-up development. 

What Happens To The Existing Hotel And Restaurants

The expansion will share the building with The Ned NoMad, which will continue operating its hotel rooms and existing hospitality spaces.

Cecconi’s and Little Ned will remain at street level, while Ned’s Club NoMad continues to operate separately. Soho House says the two membership brands will maintain separate entrances and member spaces, with no bundled membership pricing.

That arrangement allows the property to accommodate multiple hospitality concepts while retaining its existing hotel and restaurant operations.

 

 

What The Expansion Means For Manhattan Hospitality

The NoMad project reflects a broader hospitality strategy: combining fitness, wellness, dining and social experiences to deepen member engagement and create more reasons to visit a property throughout the day.

The location also benefits from NoMad’s central position near Madison Square Park, the Flatiron District and Midtown South. For owners of older Manhattan buildings, the project demonstrates how adaptive reuse can introduce new uses and reposition established properties for changing consumer demand.

With opening planned for early 2028, Soho House is betting that wellness will become a more important part of the members-club business.