A century-old heritage building at 2532 Yonge Street will anchor a new community wellness destination when Groove Wellness opens June 22, marking the latest addition to the rapidly evolving midtown Toronto retail landscape. The 3,000-square-foot concept combines contemporary Pilates classes with an integrated wellness bar, designed specifically to serve the influx of young professionals moving into the area’s new condominium developments.
Owner Sarah Abell selected the 1931 heritage building after falling in love with its distinctive skylight during her mother’s commercial property search. “I went into the upstairs of that building and that skylight was just — this building needs to have people in it,” Abell recalled. “It seems so fitting to have movement in there, to have people in there, to make it a space that actually fosters community.”
The former furniture store’s upper level now houses four distinct class formats alongside a nutrition-focused café space, creating what Abell describes as a “third space” where community members can linger beyond traditional fitness studio models.
Yonge Street Corridor Emerges as Wellness Destination
The Groove Wellness opening positions the 2532 Yonge Street address within Toronto’s most concentrated wellness retail cluster. Recent neighbourhood additions include Impact Kitchen, Mandy’s Salads, and Nut Bar, creating a wellness-focused retail ecosystem that reflects the area’s demographic shift toward health-conscious young professionals.
“I didn’t even realize when I acquired the space how many wellness places were popping up in the area,” Abell said. “Through hiring, I’ve just seen how many young people are actually moving into that area with all the condos.”
The strategic location benefits from the ongoing Eglinton Crosstown development, which promises increased foot traffic and accessibility to the Yonge Street corridor. The wellness cluster’s emergence coincides with significant residential development in the immediate area, creating a critical mass of potential customers within walking distance of the studio.
Abell identified a gap in the market for her demographic, noting the absence of approachable, vibrant fitness environments catering specifically to young professionals. “I felt there was not anyone over there already who had a Pilates studio that had the same kind of branding and catered to my age group,” she explained. The entrepreneur’s market research revealed opportunities for colourful, welcoming studios that contrast with the area’s predominantly minimalist fitness offerings.
The location benefits from proximity to established family neighbourhoods behind Yonge Street, creating a customer base that spans young professionals and established residents. “Having a family neighbourhood just behind Yonge Street makes it such a community,” Abell observed. “Since our signs went up, we had so many kind messages and people — the excitement I can feel around it is so heartwarming.”
This demographic mix influenced Abell’s decision to prioritise community programming alongside fitness offerings, positioning Groove Wellness as a neighbourhood anchor rather than a destination-only business.
Community-First Approach Addresses Toronto’s Social Connectivity
Abell’s business model directly addresses what she identifies as Toronto’s social isolation challenge. The Dalhousie University international development graduate developed her concept after observing the city’s limited spaces for organic community building, particularly among young adults seeking alternatives to traditional nightlife.
“This is such a cold city. There’s not enough people that are friends,” Abell explained. “I just don’t think there’s enough spaces where you walk in and you actually want to be here and I feel like they want me here.”
The entrepreneur’s vision emerged during travels across Asia, particularly during a month-long stay in Australia where she observed vibrant, welcoming fitness environments. “Seeing how active everybody was but in a way that was actually enjoyable — it seemed everybody just loved to move their bodies,” Abell reflected on her Australian experience. “The way that many Pilates studios that I went to there were really colourful and bright.”
Her mission crystallised during a pivotal moment riding motorbikes through Vietnam’s Ha Giang Loop. “I was riding motorbikes on the Ha-Jong Loop so I really think that’s where you’re risking a lot of your life,” she recalled. “Travelling really gives you that step away from your life to look at it from a bird’s eye view and be like, hey, what do I want?”
The wellness bar component will emphasise ingredient integrity while providing a casual gathering space that encourages lingering. “We believe that ingredients should have integrity and that taste should never be compromised,” Abell explained. “Food is the fuel that helps us groove each and every day.”
Abell plans extensive event programming to foster community connections, building on her previous experience hosting supper clubs for young professionals during her university years. Her background spans from culinary school to catering business, informing the integrated approach to movement and nutrition.
“In the Pilates world, I walk into too many fitness studios where you think, my gosh, this is so intimidating and it doesn’t need to be,” she noted. “Groove’s mission is to create more of that third space where you feel you can linger and it’s a place that actually wants to foster your well-being.”
Comprehensive Class Structure Serves Diverse Fitness Goals
Groove Wellness will launch with four distinct class formats designed to accommodate varying fitness levels and wellness objectives. The structured approach reflects Abell’s commitment to accessibility while maintaining program quality across different customer segments.
The Gratitude class incorporates breathwork, mindfulness elements, and sensory experiences including sounds and scents. This offering targets customers seeking stress reduction and mental wellness benefits alongside physical movement. The Groove foundation class focuses on proper Pilates form and fundamentals, serving as an entry point for newcomers while providing skill-building for experienced practitioners.
“My goal with the Groove foundation class is that when you book one of those classes, you’re really getting the fundamentals of Pilates so that when you come to other classes, you’re actually getting a good workout,” Abell explained. The systematic approach ensures customers develop proper technique before advancing to more challenging formats.
The Sculpt option provides strength-focused sessions for clients seeking muscle-building benefits, while the Sweat format delivers cardio-intensive workouts addressing customer feedback about traditional Pilates’ perceived limitations. “I know some people in Pilates are like, I didn’t sweat though. So that’s why we have that class,” Abell noted.
This four-tier system allows Groove Wellness to serve customers across the fitness spectrum while maintaining clear program differentiation. The approach also supports customer retention by providing natural progression pathways as individuals develop their practice.
Heritage Building Renovation Balances Character with Modern Functionality
The 1931 heritage building required extensive renovation to accommodate contemporary fitness operations while preserving architectural character. Abell navigated complex heritage building regulations and structural limitations to create a light-filled studio space that maximises the building’s distinctive skylight feature.
“We’ve had a lot of hurdles with this heritage building because it was built in 1931,” Abell explained. “It has a lot of character, but also some challenges not set up to have a Pilates studio upstairs.”
The renovation process educated Abell about construction complexities beyond typical commercial fit-outs. “Construction, I don’t think you learn it until you’re in it,” she reflected. “And that’s really been my experience.”
Despite challenges, the heritage designation provided unique character elements that align with Groove Wellness’ community-focused positioning. The preserved architectural details create an environment distinct from standard commercial fitness spaces, supporting the brand’s emphasis on creating welcoming, distinctive experiences.
The renovation maintains the building’s heritage designation while introducing modern wellness functionality, contributing to the area’s ongoing revitalisation without compromising historical integrity. This approach reflects broader trends in Toronto retail development, where heritage preservation intersects with contemporary commercial needs.
Future Growth Anchored in Community Success Model
While Abell’s immediate focus centres on establishing the Yonge Street location as a neighbourhood anchor, she envisions replicating the Groove Wellness concept across Toronto’s diverse communities. “If I could bring Groove to other neighbourhoods, it would be awesome, especially if we can really come across as that community space with our wellness bar and classes and lots of events,” she said.
The entrepreneur’s approach to growth reflects lessons learned from her unconventional path to business ownership. “I’ve always kind of felt a little bit different in that way — I just knew so much of me wanted to run my own business and be in control of that,” Abell reflected on her journey from international development studies to wellness entrepreneurship.
Her educational background in international development, while seemingly unrelated to fitness retail, provided valuable perspective on community building and social systems. “I went to school for international development. A little different, yeah. Not quite what I meant decided to do but I mean it really gives you that worldly view,” she explained.
The expansion timeline will depend on the inaugural studio’s community integration success and operational refinement through its first year of operation. “Your 20s are your time to take that risk. And I sat with how uncomfortable it would be to lose everything and I’m okay with it because you know what, that’s what life is about, is going for those things,” she explained.
The founder’s approach prioritises organic growth over rapid scaling, emphasising the importance of establishing deep neighbourhood roots before considering additional locations. This measured expansion strategy reflects Abell’s commitment to maintaining the authentic community focus that differentiates Groove Wellness from larger fitness chains.
Market Positioning and Launch Strategy
Groove Wellness begins pre-sales for founding memberships concurrent with the June 22 opening announcement, offering early adopters discounted monthly rates alongside credit packages and drop-in options. The launch strategy targets both fitness enthusiasts and community-seekers through diverse programming and flexible membership structures.
The opening positions Groove Wellness as the area’s first Pilates-focused studio with integrated food service, differentiating it from traditional fitness concepts and standalone wellness cafés. Abell’s emphasis on approachable, colourful studio design contrasts with minimalist competitors, targeting customers seeking energising rather than intimidating fitness environments.
The June 22 launch party will showcase the community-building mission through open classes and neighbourhood tours, establishing Groove Wellness as both fitness destination and social hub for midtown Toronto’s evolving residential landscape. The event strategy reflects Abell’s background in hospitality and event programming, bringing supper club expertise to wellness retail.
Market conditions favour the concept’s launch, with increased consumer interest in wellness services and community-focused businesses following recent social isolation periods. The integrated model addresses multiple customer needs within a single location, potentially improving customer retention and average spending per visit.
Groove Wellness is located at 2532 Yonge Street, Toronto. Pre-sale memberships are available ahead of the June 22 opening.
Dustin Fuhs is the Editor-in-Chief of 6ix Retail. He is the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication. He has over 20 years of experience in the retail, marketing, entertainment and hospitality industries, including with The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.
Dustin was named as a RETHINK Retail Top Retail Expert in 2024 and 2025.