FaceGym, the London-born studio chain that sells facial workouts the way a gym sells training sessions, is adding a Tribeca studio at 110 Reade Street. The company's own studio finder now lists the address with a coming soon tag, alongside its four existing New York locations. An opening date and hours have not been posted yet.

110 Reade Street is on the block between West Broadway and Church Street. Its other New York locations are on the Upper East Side, inside Nordstrom on West 57th Street, inside Saks Fifth Avenue, and at 0 Bond Street in NoHo.

What a facial workout is

FaceGym treats the face as a set of muscles to be worked. A session is built around a 35-minute workout plus a consultation, and the company lays out the steps on its site. It begins with a quick cleanse and a knuckling technique meant to warm up the skin and get circulation going. Next is what the brand calls a cardio section, a run of fast, whipping strokes. The middle of the session is sculpting and contouring, which mixes the brand's signature massage moves, gua sha and either electronic muscle stimulation or manual work along the cheekbones and jaw. It finishes with skincare and lymphatic drainage using two chilled metal tools.

There are two base workouts. Signature Sculpt combines hands-on massage with the brand's electronic muscle stimulation device and its skincare. Signature Hands is a hands-only version focused on tension release and lymphatic massage. On top of either, clients can add short boosters: cupping, a buccal massage, nanoneedling, a professional peel, a cryo hydration treatment, a scalp treatment, extra hand time, or radio frequency skin tightening.

Who started it

FaceGym was founded in 2014 by Inge Theron, a former beauty and wellness columnist. According to the company, she spent two years studying facial massage and muscle stimulation before building the workout with outside experts. The first studio opened inside Selfridges in London.

The company's timeline traces its arrival in New York through department stores, starting with Saks Fifth Avenue, then Nordstrom and Zero Bond. It later opened a street-level studio on the Upper East Side, at 1427 Second Avenue. The brand also operates studios in Los Angeles, Manchester, Leeds and Cambridge, has a partner studio in Sydney, and launched in India through a partnership with Reliance Retail. It sells its own skincare line and tools, including the Multi-Sculpt gua sha tool and a handheld muscle stimulation device. A second Los Angeles studio, in Studio City, is also listed as coming soon.

How booking works

FaceGym runs on single bookings and memberships. Members pay a monthly fee that includes one workout a month, with discounts on boosters, extra workouts and products, and a two-month minimum. Membership is managed through the FaceGym account or app. The company has not yet posted New York pricing for the Tribeca studio, and its public price list is shown in British pounds. Its existing New York studios can be booked online through the brand's booking site.

For comparison, the Upper East Side studio is listed as open Sunday to Friday, 11 a.m. to 7 p.m., and the Saks and Nordstrom studios Monday to Saturday, 11 a.m. to 7 p.m. Tribeca hours will be added to the studio finder when the location opens.

Getting there

110 Reade Street is a short walk from the 1, 2 and 3 trains and the A and C trains at Chambers Street, and from the R and W at City Hall. The address is a few blocks east of Washington Market Park and the Tribeca stretch of Greenwich Street.

To follow the opening, check the Find a Studio page on facegym.com, where the Tribeca listing will switch from coming soon to bookable once the studio is ready. Until then, the nearest open FaceGym location for downtown residents is the one at 0 Bond Street.

Sources