Hero’s Journey to open first U.S. flagship fitness studio at 225 Fifth Ave. in Flatiron District

NEW YORK, Jan. 15, 2026 – JLL today announced that Hero’s Journey, a technology-driven fitness company built around structured, data-led training, will open its first U.S. location at The Grand Madison, a landmark pre-war condominium building at 225 Fifth Ave. adjacent to Manhattan’s Madison Square Park.

Hero’s Journey has signed a long-term flagship lease for 1,500 square feet on the ground floor and 18,000 square feet on the lower level of the 40,079-square-foot retail condominium at 225 Fifth Ave. The flagship will serve as the company’s U.S. entry point and global showcase, designed as a multi-studio destination integrating four training modalities with strength training as the foundation, supported by structured HIIT and Pilates-based conditioning within a single, unified system.

At the core of the experience is Hero’s Journey’s Assessment Center, which functions as the control layer of the platform. Through ongoing performance diagnostics and continuous data capture, the system personalizes training programs, adjusts workloads in real time, and makes progress measurable across every session and modality.

“Our first U.S. flagship is about introducing a fundamentally different way to train,” said Iliyas Issatayev, Founder and CEO of Hero’s Journey. “We built Hero’s Journey around data, structure and consistency. Strength training is the base, technology guides every session, and our system integrates multiple modalities to help people train more effectively and stay committed over the long term.”

Community is embedded into the Hero’s Journey product, with members training inside a shared system that drives accountability, consistency, and measurable progress over time.

Located on the northeast corner of Madison Square Park between West 26th and West 27th Streets, The Grand Madison is a luxury condominium property. The retail condominium is wholly owned by CIM Group, which was represented by JLL Executive Vice Presidents Jesse Wolff and Matthew Schuss in partnership with its in-house leasing team. The tenant was represented by Cassie Durand and Aylin Gucalp of CBRE.

Three additional retail spaces remain available at the property, offering exceptional visibility and frontage in one of Manhattan’s most dynamic mixed-use corridors. According to JLL’s Q3 Manhattan Retail submarket overview, retails rents in the neighborhood are up over seven percent year-over-year, as tightening conditions across prime corridors shift retailers’ attention to secondary districts including Flatiron.

Said Wolff, “With foot traffic driven by a thriving office base, established residential density and year-round tourism, The Grand Madison offers exceptional visibility and connectivity for brands looking to expand in this proven, high-performing retail corridor.”

JLL is a leader in the New York tri-state commercial real estate market, with more than 2,600 of the most recognized industry experts offering brokerage, capital markets, property/facilities management, consulting, and project and development services.

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