NYC's The Athletic Clubs Expands to Chicago

The Athletic Clubs (AC) was founded by Dane McCarthy, an Australian former rugby player who sought to recreate the team-based training camaraderie he missed after moving to New York. The club’s philosophy centers on fostering genuine social connections through consistent, small-group workouts, a model McCarthy believes leads to better mental and holistic health outcomes. This approach has attracted backing from fitness industry leaders like Anne Mahlum, the founder of Solidcore, who led a $3.5 million funding round to fuel the brand's expansion. The "squad-based" model is a form of hyper-personalization in fitness, a trend rapidly growing within the luxury wellness market, which is projected to become a $31.1 billion industry by 2036. Members train with the same group of up to 20 people and a dedicated coach twice a week at a set time, creating a system of accountability and deep familiarity. This structure allows coaches to provide highly personalized guidance as they learn each member's specific goals and limitations over time. This model positions the clubs as "third places"—essential social hubs distinct from home or work where authentic communities are built. In an era of increasing digital isolation, private clubs are thriving by selling a sense of belonging, not just access to amenities. The focus on curated experiences and community over ostentatious display aligns with the "quiet luxury" movement, where value is placed on discretion and shared values. For Chicago's executive class, this model offers a potent combination of efficient, goal-oriented fitness and high-level networking. The consistent nature of squad training fosters the kind of repeated, informal interactions that build strong professional and personal relationships. This aligns with a broader trend in corporate wellness, where creating social connections is seen as a key strategy for mitigating executive burnout and improving performance. The expansion into Chicago comes as the city's business leaders focus on long-term growth sectors like AI, life sciences, and financial services, outlined in the "Chicago 2050" plan. The arrival of a high-end, community-focused wellness brand complements the city's broader strategy of enhancing quality-of-life amenities to attract and retain top talent. The new locations in the West Loop and Old Town will be entering a competitive luxury fitness market, with established players like the East Bank Club and Midtown Athletic Club. However, The Athletic Clubs' specific focus on curated social fitness, with memberships in New York costing around $299 per month, offers a distinct alternative to the larger, multi-purpose club model. The launch aligns with a vibrant moment in Chicago's luxury hospitality scene. High-net-worth individuals are frequenting new dining spots like SuSu, a "Mediterrasian" steakhouse in the former Grace space, and Gingie, a new River North concept from the Boka Restaurant Group and a chef from Eleven Madison Park. The city's social calendar is also robust, providing ample opportunities for client engagement. Key upcoming events for established families and philanthropists include the MCA's Vernissage brunch kicking off EXPO CHICAGO in April, the Mercy Home for Boys & Girls' Lux Gala in November, and the First Look for Charity black-tie event in February 2026.