Case Study : 1540 Broadway - Times Square

1540 Broadway is marquee CBRE owned building in heart of New York City’s Times Square district.  CBRE sought to go above and beyond when designing the new fitness center on property creating substantive added value to the building and an escape for their hard working tenants. The unique fitness center offers luxury amenities like a massage area, towel service and a café, which makes 1540 Broadway truly a special and enriching work environment. From the design and layout of the entire facility and its amenities, to providing ongoing management and maintenance solutions, AFP was able to provide a luxury health club experience for tenants of 1540 Broadway.

Project Summary

CB Richard Ellis Investors (CBRE), a global real estate investment management firm with $34.7 billion in assets, recently completed a renovation of its first New York property, 1540 Broadway.  The building is a modern steel and glass office tower located in Midtown Manhattan on Broadway and 45th street overlooking Times Square. The area is a major corporate headquarters for many of New York’s leading companies including, MTV, BET Networks and Pillsbury among others. 

CBRE brings its 5-Star Service platform to each of its properties and 1540 Broadway is no exception. CBRE turned to Advantage Fitness Products (AFP) to create an amenity based fitness facility that was health-club quality, and offered a relaxing environment for exercise – inside the walls of a New York City office building.  AFP provided in-depth consultation including base facility planning, design, equipment supply and future technical service requirements.

Results

CBRE tasked AFP with handling every aspect 1540 Broadway’s fitness center’s development. AFP’s challenge was to ensure that the 4,000 square-foot space would facilitate workout equipment for 300-400 members, while keeping costs under budget. AFP met with the construction team on a regular basis to ensure the layout of the room would allow for equipment and space maximization, without constriction or a cramped feel.

After the renovation was completed, AFP provided versatile strength and cardio machines from industry leader Precor that would provide the facility with more usable space.  Additionally, AFP focused on providing dumbbells and accessories, including resistance bands and stretching mats to give the facility a more robust offering.  For finishing touches, AFP implemented hygiene-friendly measures, including proper fitness flooring designed to minimize bacteria, disinfectant wipe dispensers and new equipment mats.

CBRE also adopted two extremely cost-effective and valuable resources related to the ongoing maintenance of the facility. 1540 Broadway will be utilizing AFP’s proprietary online operational support system FitnessFacility.com. The intuitive software will allow property management to easily manage their equipment inventory, gain valuable resource support, schedule service calls, and reorder accessories and supplies as needed. 

Secondly, AFP developed a preventative maintenance program to maximize the life of the equipment and avoid costly and time-consuming repairs that are inevitable. CBRE in turn will eliminate the significant time and effort associated with ongoing maintenance guess work and critical liability concerns.

Key Stats

• Experience Series Cardio with 12” Integrated Personal Viewing Screens & Personal Entertainment Players
• Performance Line Strength Equipment
• Advantage Line Accessories & Stretch Mats
• Urethane-Coated Dumbbells

AFP was an outstanding company to work with throughout the project. Every area from sales and delivery, to installation and service met or exceeded our expectations.