SJP Properties Signs Strong Pilates, SweatHouz to 10-Year Leases at Morristown Office Real Estate Development

JP Properties has signed fitness concept Strong Pilates and luxury contrast therapy wellness brand SweatHouz to 10-year leases at 70 Speedwell Ave. in Morristown, N.J., the firm announced, filling the last available retail space at the mixed-use office real estate development and bringing the property to full occupancy.

Both tenants are targeting mid-March grand openings at the downtown Morristown address, according to SJP. Strong Pilates will occupy 2,692 square feet, while SweatHouz will take 2,338 square feet.

Retail Lease-Up at Morristown Office Real Estate Development

Completed in fall 2023, 70 Speedwell Ave. was developed by SJP Properties and Scotto Properties as a built-to-suit headquarters for Valley Bank. The property's ground-floor retail component has filled steadily since delivery. Medical aesthetics practice FACE opened in January 2025, followed by gourmet toast and juice bar Toastique in July 2025. The addition of Strong Pilates and SweatHouz leaves no vacancies remaining at the property, SJP said.

Strong Pilates describes its offering as a community-style fitness experience that fuses Pilates, cardio and strength training into a full-body, low-impact, high-intensity workout. The brand operates more than 100 locations nationwide. Its first New Jersey studio opened in Garwood, making the Morristown location its second in the state.

SweatHouz offers contrast therapy services in private wellness suites, including infrared saunas, cold plunge immersion and vitamin C showers, with a focus on muscle recovery, circulation and stress relief. The brand has a national footprint of approximately 80 studios and already operates New Jersey locations in Montvale, Garwood, Short Hills, Edgewater, Springfield and Hoboken.

Office Foot Traffic as a Retail Driver

Alexander Erdos, SJP's senior vice president of leasing and development, said the firm's office real estate portfolio is central to its ability to attract national retail and wellness brands.

"SJP has been developing downtown urban and semi-urban downtown locations for the past four decades. And one of the reasons we're able to attract these types of tenants in the first place is because we have such a strong base of daytime foot traffic emanating from the office properties that we've created," Erdos said.

He added that the caliber of office tenants also plays a role in drawing higher-end retail concepts. "Looking at global brands like Unilever and Walmart, lots of retailers, especially cutting-edge retailers and higher end brands want to be around those employees," Erdos said.

SJP's Morristown office real estate footprint extends beyond 70 Speedwell Ave. The firm completed M Station East in 2022, which is fully occupied by Deloitte, and M Station West, which is fully leased by Sanofi. The firm also received approval last fall for M Lofts, a 150-unit residential project on Spring Street that is expected to break ground this year.

"When you combine that layer with then the residential projects that are in process too, it creates a really well trafficked ecosystem and a symbiotic relationship with all day traffic and really the right target audience for this type of retail," Erdos said. "So, the more we drive that daytime traffic, the more you see demand for this type of higher-end retail."

Barry's Opens First New Jersey Location at Hoboken Office Campus

The Morristown signings follow a similar move at SJP's Waterfront Corporate Center in Hoboken, where boutique fitness brand Barry's opened its first New Jersey location last fall. Barry's took a 10-year lease for 4,977 square feet on the ground floor of Waterfront Corporate Center II.

Barry's offers high-intensity interval training classes combining treadmill running and strength training. The Hoboken campus, a three-building office complex, counts Unilever, Hain Celestial, EY, Lipton Tea and Walmart among its office tenants. Its retail lineup also includes food hall and delivery concept Wonder, gym franchise Crunch Fitness, upscale bar and grill Del Frisco's Grille, early childhood education center Cresthill Academy and specialty coffee chain Gregorys Coffee. Following Barry's signing, one retail space remains available at Waterfront Corporate Center, Erdos said.

Tenant Selection and Real Estate Development Strategy

Erdos said SJP handles some tenant sourcing in-house while also working with brokers across New Jersey. He described the process as partly self-selecting, driven by the quality and location of the firm's real estate development portfolio.

"If you have really high-quality real estate that's really well located in a walkable downtown, it is going to be a desirable area for retailers," Erdos said. "And then I think from there, we are always very thoughtful and intentional about who we choose to work with, and we're really fortunate to have such a great selection of retailers interested in our spaces."

He also cited SJP's in-house construction services arm, SJP Project Solutions, as a factor in the firm's ability to deliver retail spaces that meet tenant requirements. "I think our ability to build high-quality spaces through our construction service SJP Project Solutions is really helping to drive that along with our high-quality buildings and well-located buildings and our track record," Erdos said.

Sources

SJP Properties: Exclusive — SJP reveals fitness, wellness concepts in Morristown (June 4, 2026)