Iron Culture, the national fitness brand known for blending strength training, artistry and community, celebrated the grand opening of its newest gym in West Orange, N.J. The 26,000-square-foot facility is Iron Culture’s third and largest New Jersey location.
Located at the former Eagle Rock Lanes site, the new Iron Culture transforms a beloved midcentury bowling alley into a distinctive fitness and wellness spaces. The project reflects both the resurgence of adaptive reuse developments across North Jersey and the community’s ongoing investment in local revitalization, the company said
“West Orange represents the next evolution of Iron Culture,” said Arthur Imperatore, the owner of Iron Culture who launched the brand in 2019. “We set out to create more than just another gym – we built a space that honors its history while embodying the future of fitness. This location captures the energy, artistry and sense of belonging that define the Iron Culture experience.”
Originally constructed in 1959 and operated as Eagle Rock Lanes until 2019, the building was reimagined through an extensive renovation led by Titan Construction Management of Fairfield, N.J. The adaptive reuse project retained the original structural integrity while completely upgrading all utilities, systems and finishes. The result is a sleek, spacious facility featuring a stunning, 182-foot clear-span wood truss system and 16-foot ceilings that celebrate the building’s midcentury design roots (34 feet at the apex).
The new gym features more than 13,000 square feet of column-free, open training space and 6,500 square feet dedicated to locker rooms and amenities. Designed by U.K.-based architectural firm Zynk Design, the layout stresses precision and performance – integrating sculptural lighting, high-end metallic finishes and full-length mirrors that enhance visualization and focus.
Among the facility’s signature elements is what Iron Culture calls “the world’s foremost posing room” – a custom-lit, mirrored space designed for professional training, competition preparation and creative content production.
“In partnership with Arthur and his team, we took this midcentury bowling alley and completely reengineered it into a world-class training space, all while preserving its character and craftsmanship. In doing so, we also opened and completely restored the building’s intricate bowstring trusses,” said Cary Heller, partner and owner of Essex County, N.J.-based Sym Heller Development and Management, which owns the building. “It’s a rare combination of design, engineering and culture coming together in one project, and we’re excited to see foot traffic return to this hallowed ground.”
