Midtown Rochester

Rochester, NY


As part of Midtown Athletic Club’s plans to renovate and rebrand its clubs across the country, the Rochester, New York, location stood as the largest Midtown property.  Developed in the 1970s with multiple remodels since then, Midtown looked to reboot the club with a 58,000 square-foot renovation and an 8,000 square-foot indoor pool addition. 

In the new design, DMAC takes advantage of the split levels to create more intimate spaces for a lodge-like feeling. The cafe and “living room” become the social hub with soft and inviting lounge furniture. The materials used throughout align with the new Midtown brand, including Italian porcelain tile flooring and a stone-clad reception wall. As guests enter the reception area, a neutral color scheme was adopted, with the main social hub space featuring warmer accents and furnishings. While the Midtown brand was the DNA for the design, DMAC drew inspiration from the highly social nature of Rochester’s membership to make connections, support wellness, and elevate the guest experience.

Of all the features, the indoor saltwater pool is what sets the Rochester club apart from its sister clubs. Its state-of-the-art design is an oasis in the city where weather tends to be unpredictable. A massive timber structure made of white-washed glulam beams and columns frames the pool where on two sides large glass windows flood the space with natural light and outdoor views, combined for a contemporary resort feel.  A green wall of boxwood backed with insulation absorbs the echo effects common in pool buildings. 

To modernize the existing property, one of the tennis courts in the barn was repurposed for the addition of boutique fitness spaces. The refresh incorporates additional branded fitness activities including boxing operated by the iconic boxing gym Everybody Fights, HIIT training, indoor turf field, spin, strength and yoga facilities that parallel Midtown’s aesthetic brand. Adding flexibility, a theatre named Group X doubles as an entertainment space for private events.