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Technogym opens splashy SoHo store

Technogym Soho opens

Technogym wants to build you a home gym on par with Madonna’s. She’s a reported fan of the high-design Italian fitness company that makes everything from treadmills to weight systems that mount to the wall and have a sophisticated—and super attractive—pulley system. Madonna now has her own gym to promote, so she wasn’t at the splashy store opening with us, but her ex Jesus Luz was, along with model Adriana Lima, and, of all people, Mayor Michael Bloomberg. See them at the store in the video, below, along with a demo of how the weights work.

The store opening featured models dancing on treadmills, free-flowing cocktails, and a fireworks of flashbulbs. It felt way more LA movie premiere than NYC wellness. Technogym founder, Nerio Alessandri, is absolutely certain that New York needs his company because of its wellness focus. “We don’t sell equipment. We’re the only brand offering a solution to combating the health problems of diet and fitness.” And the hideousness of most fitness equipment, we’d add.

You may have seen the Kinesis system of wall-mounted pulleys at tony spas like the Mandarin Oriental and the Core Club. Now New Yorkers with about $10,000 to spend can have a Kinesis Personal in their pads. It comes with personal training (the showroom serves as a homebase for a squadron of trainers like Josh Holland), CAD designs, and installation. You’re on your own for co-op board approval.