Soho House is planning its fourth New York City clubhouse, and this one comes with something members have been asking for: a gym. The company says it will open inside the 1903 Johnston Building at Broadway and West 28th Street in NoMad in early 2028, anchored by a two-floor, 20,000-square-foot Soho Health Club featuring saunas, ice baths, a hammam, instructor-led classes and a smoothie counter.
The new outpost, first detailed by the New York Post, will share the landmarked building with The Ned NoMad, the boutique hotel that already occupies the property. Soho House is reworking the building's first four floors for its members, while The Ned continues operating 120 hotel rooms on floors five through 12, which remain available to any guest, not just members. Cecconi's and the Little Ned wine and cocktail bar will stay in place at street level, according to the Post's reporting.
Two Brands, One Historic Address
Despite sharing a roof, Soho House and The Ned NoMad will function as separate brands with their own entrances and members-only spaces, and there is no bundled pricing or discount for members who want access to both clubs, per the Post. Every House membership costs $6,000 at each New York location and grants access to all of the city's Soho House outposts plus more than 50 houses worldwide, with members choosing a home club based on where they live while still being able to visit other locations. Each Soho House location runs its own events and menus.
The Johnston Building itself has quite a history. Built in 1903, the 12-story Beaux-Arts tower sits within the landmarked Madison Square North Historic District and is named for Caroline Johnston, its original owner and a prominent developer, according to the Post. Architizer has reported that the building has a limestone facade. Geographic Guide documented that the property was converted into the boutique NoMad Hotel by Sydell Group in 2012, closed in March 2021 during the pandemic, and reopened in 2022 as The Ned NoMad under owner Ron Burkle. Soho House's design team handled the redesign of The Ned NoMad ahead of its latest transformation.
Why NoMad, and Why Now
Soho House had been searching for another New York site, according to the company's account relayed by the Post, and selected NoMad because of the neighborhood's revival, its growing creative crowd and its convenient location. A company spokeswoman said New York members have long wanted a gym and wellness facilities, adding that the brand was happy to open what it describes as its most ambitious Soho Health Club yet. The company has said its three existing New York City locations could not accommodate a fitness operation of this size.
Those existing locations include Soho House New York in Meatpacking, which marked Soho House's arrival in Manhattan in 2003 and was referenced in Hoodline's earlier piece on Annabel's Meatpacking takeover as a pioneer in bringing British private-club concepts to New York, along with Ludlow House on the Lower East Side, which opened in 2016, and DUMBO House in Brooklyn, per Soho House's own property records. The push for more room follows years of overcrowding complaints: The Points Guy reported in December 2023 that Soho House froze new member admissions across New York, London and Los Angeles for 2024 after members complained about severe overcrowding, even as the brand's global waitlist hit a record 98,000 applicants.
New Amenities and a New Ownership Structure
The planned NoMad outpost will also include a club bar, a drawing room with Broadway views, a separate bar and lounge, a late-night pantry, a terrace and a live performance space, according to the Post's reporting. The Soho Health Club concept fits into a broader global wellness push, with locations in Venice Beach and Los Cabos. Forbes has noted that New York City has seen a post-pandemic surge in wellness-focused social clubs such as Remedy Place, Othership and Bathhouse, as consumers increasingly favor sober socializing and recovery amenities over traditional alcohol-centric nightlife.
The NoMad expansion also lands amid a major corporate shift for the company. The Post reports that Soho House's take-private deal nearly fell apart before closing, and that Ashton Kutcher provided fresh equity and took a board seat as part of the arrangement. Hoodline's prior coverage of the Line Austin foreclosure saga also touched on the privatization and the hospitality brand ownership structures tied to it.
A Festival Preview on the Waterfront
Soho House gave New York members a taste of its expanding ambitions earlier this month, holding its first New York festival at Pier 17 on October 3. Alanis Morissette headlined the event, Questlove brought out Pusha-T and A$AP Ferg, and MGMT closed out the night, according to the Post's account of the gathering.
Soho House is slating a full renovation of its original 45,000-square-foot Meatpacking District flagship for 2026, alongside global openings including a Soho Farmhouse in the Hudson Valley. For now, the open question for NoMad residents and Soho House hopefuls alike is how the club will manage foot traffic in a neighborhood already drawing a growing creative crowd, and how membership capacity will be split between two non-bundled clubs sharing the same century-old address. Those details, along with the final build-out of the Soho Health Club, are expected to come into focus as the early 2028 opening approaches.
For now, the open question for NoMad residents and Soho House hopefuls alike is how the club will manage foot traffic in a neighborhood already drawing a growing creative crowd, and how membership capacity will be split between two non-bundled clubs sharing the same century-old address. Those details, along with the final build-out of the Soho Health Club, are expected to come into focus as the early 2028 opening approaches.
