Downtown Los Angeles
LA Athletic Club
Founded in 1880, LAAC’s 1912 clubhouse in Downtown LA is a twelve-story Beaux-Arts landmark, anchored by a historic basketball court, pool, and squash courts. Starting in 2023, Good City was engaged by ownership to assess the club’s fitness and wellness offering and identify ways to grow membership. Recommendations centered on activating the Ground Floor retail space for functional training and boutique fitness studios. Good City led the reprogramming and design — including test fits, equipment layouts, a construction budget, and a reforecasted financial model reflecting new studio revenue, an expanded member base, and higher dues.
