Adams & Company is a full-service real estate firm providing property management, brokerage, and consulting services within the diverse and complex environments of Manhattan.
Adams & Co. owns and operates multiple luxury corporate properties in Manhattan, servicing both long-term and short-term lease tenants. To maintain its status as a cutting-edge property group, Adams & Co. was looking to foster community across their portfolio and provide all-inclusive wellness amenities geared toward its diverse workforce. Adams & Co. needed an amenities partner that would increase both the subjective measures of tenant happiness and appreciation, as well as objective measures of tenant acquisition and retention.
The Fitspot Approach
First, Fitspot took an initial survey to determine what appealed to Adams & Co.’s tenants, including what days and times were best for services, and what programming held the most interest.
Fitspot worked intimately with Adams & Co.’s marketing team to develop customized, co-branded marketing collateral including printed materials, banners, digital capture screens, and more.
To make the most impact on the tenants, Fitspot utilized the leading tenant engagement platform, Equiem, to promote the services, survey tenants throughout programming, and evaluate metrics.
Adams & Co. wanted to establish a vibrant, connected community across its Manhattan portfolio. Fitspot stepped in to provide high-touch, customized experiences and a robust fitness schedule at four separate properties.
Fitspot’s comprehensive services were tailored for Adams & Co. and included:
- Community Experiences: Healthy Happy Hours featuring GT’s Kombucha, self-defense workshops, and co-branded Fitspot swag giveaways
- Fitness Classes: a mix of high- and low-intensity classes including yoga, pilates, bootcamp, and circuit training
- Marketing Materials: co-branded printed materials, banners, digital capture screens, and more
- Dedicated Account Management: on-demand tenant support, in-person support, and all services led by certified FitExperts
- Onsite: activated vacant suites and lobby spaces for all services
- Program Feedback: evaluated metrics through tenant feedback surveys, in-person testimonials, and FitExpert feedback
Merging with Adams & Co’s existing property technology platform, Equiem, Fitspot was able to seamlessly promote services and track metrics for both tenants and administrators. After the first quarter, Equiem received 350 responses, and out of the tenants who had attended Fitspot classes, 90 percent said they’d absolutely attend another class in the future.
“Implementing engaging and exciting tenant facing technology is helping bring our 100-year-old buildings to the cutting edge. Our programming, especially our fitness programming, is drawing new tenants to our buildings, and the fact that fitness, as well as other core functions, are now handled online through world-class technology, streamlines our own internal processes as well as our tenants. Our implementation of technology, in conjunction with fitness programming, is helping us be a leader among NYC landlords.”
-Adams & Co.
What Adams & Co. Tenants Are Saying…
“I’ve been going to the Bodyweight Bootcamp class for the past couple weeks and have been really enjoying it. The instructor is great; she is supportive of all fitness levels and really gets the class into it! So I convinced a bunch of my colleagues to sign up for next week’s class”
“My two coworkers and I have gone to every [class] on Tuesdays since the beginning of this year and we love our instructor.”