Why CRE Amenities Are Failing Tenants—And How Data-Driven Platforms Are Fixing It

Landlords are investing millions in creating world-class amenity spaces—fitness and wellness centers, conference suites, rooftop terraces—yet they often distance themselves from the very people who use them. By relying on fragmented third-party operators, they end up with high costs, low utilization, and a lack of data. It’s no wonder tenants struggle to renew with loyalty.

Other industries have adapted. Banking, hospitality, and retail have rebuilt their models around customer relationships—technology-driven and data-focused, ensuring that customers recognize the brand and its influence on their behavior. In contrast, commercial real estate still operates as if it were 1995, despite being housed in buildings that reflect 2025.

The Fitness Center: A Case Study in the Broken Model

The fitness center exemplifies this broken model. Since 2021, utilization has dropped by over 40%, with personal training engagement even lower. Staffing costs remain high, yet owners lack data on who is using the space and why they stop. Elite trainers thrive on energy and engagement, not sparse attendance. Tenants compare the gym to their home equipment and stop visiting, while landlords bear the costs without owning the relationship.

The solution is not operational—it’s strategic.

Introducing High Society by Rubix CRE, Powered by Proximity

That’s why Rubix CRE introduced a purpose-built fitness experience tailored for commercial real estate portfolios—called High Society. It features on-demand personal training powered by the Proximity platform, ensuring a hyper-personalized experience for every tenant. High Society gives tenants the opportunity to choose from a pool of elite trainers on their schedule through the touch of a button. It also offers classes taught by boutique studios like Barry’s Bootcamp, specifically branded and programmed for your tenant population, plus a broad catalog of on-demand virtual classes.

Critically, its integration with Proximity provides real-time data that informs landlords about usage patterns and results—giving owners the visibility they’ve never had before. Rubix CRE focuses on a deeper understanding of the customers in the building, strategizing with landlords to shape the tenant experience and ensure tenants remember who owns the building.

The Outcome: Tenants Who Stay

The result is a fitness amenity that tenants actively use and talk about, reduced operating costs by 70%, and a brand presence that fosters lease renewals. This is just the beginning of reimagining amenities under this model.