StriveWell opens SWTHZ & STRONG Pilates Morristown

StriveWell said on May 13 that it opened SWTHZ Contrast Therapy Studio and STRONG Pilates at 70 Speedwell Avenue in downtown Morristown, New Jersey, bringing two wellness concepts into a single address. The company described the launch as a pairing of recovery services and Pilates-based fitness, with SWTHZ offering private contrast-therapy suites and STRONG Pilates running 45-minute classes on its branded machines. The opening was disclosed in a company press release distributed through press-release networks and mirrored on USA Today Network-affiliated press-release pages. A public ribbon-cutting is scheduled for May 16, according to the release. ### Why are there two brands in one Morristown location? StriveWell said the Morristown site combines SWTHZ and STRONG Pilates so customers can move from a workout into recovery in adjoining spaces. In the press release, co-founder and chief executive Rico Macaraeg said the concept was built around “recovery and performance, under one roof.” (einnews.com) SWTHZ is the recovery side of that model. The company’s Morristown booking page says each session takes place in a private suite with an infrared sauna, cold plunge and vitamin C shower, and that memberships are sold in monthly tiers. ### What does STRONG Pilates actually offer in Morristown? STRONG Pilates describes its Morristown studio as a low-impact, high-intensity format that mixes Pilates, strength work and cardio in 45-minute classes. (einnews.com) The Morristown location page says the workout is built around the brand’s Rowformer and Bikeformer machines, which combine reformer-style resistance with rowing or cycling. (sweathouz.com) The company’s site lists the Morristown address as 70 Speedwell Avenue, Unit C, and shows class packs, single classes and monthly memberships for sale. The page also says the studio offers a limited-time seven-class introductory offer valid for two weeks from the first booking. ### What is known about the recovery studio’s pricing and access? SWTHZ’s Morristown page says the studio is selling month-to-month memberships in three formats: four sessions per month, eight sessions per month and unlimited sessions per month. (strongpilates.co) The page also advertises founding-member benefits and says customers can reserve memberships before opening with no payment due immediately. The same page lists the Morristown address as 70 Speedwell Ave., Suite D, placing the recovery concept next to the Pilates studio within the same property. StriveWell’s May 13 release said both studios are open to the public from day one and that memberships are available online and at the studios. ### How does this fit into Morristown’s broader redevelopment? (sweathouz.com) NJBIZ reported on February 3 that SJP Properties had signed STRONG Pilates and SweatHouz — the brand commonly styled as SWTHZ — for 10-year leases totaling more than 5,000 square feet at 70 Speedwell Ave. The report said the building had been redeveloped by SJP and Scotto Properties and serves as Valley National Bank’s headquarters site in Morristown. (sweathouz.com) That February report also said STRONG Pilates expected to take 2,692 square feet and SweatHouz 2,338 square feet, with both brands then targeting spring openings. NJBIZ said the additions followed other retail and wellness tenants at the property, including FACE and Toastique. ### Who is expected at the public opening event? StriveWell said Morristown Mayor Timothy P. (njbiz.com) Dougherty will join co-founders Rico Macaraeg and Steven Schnelle for a ribbon-cutting ceremony on Saturday, May 16, at 12 p.m. The company said the event marks the simultaneous debut of the two brands at the Morristown address. The next public milestone is that May 16 ceremony in downtown Morristown. Customers can already find membership options on the SWTHZ Morristown page and class packs and intro offers on the STRONG Pilates Morristown page, according to the two brands’ websites. (einnews.com)