Joe Holder, a Nike Global Trainer and founder of the Exercise Snacks movement platform, has partnered with the Seaport to launch 'WE MOVE NYC' — a recurring outdoor wellness series running on Pier 17's Heineken Riverdeck from June through September. This initiative establishes the largest physical home to date for the Exercise Snacks Athletics Club.
The 'WE MOVE NYC' program offers free weekly workouts and wellness programming structured around Holder's core philosophy of mobility, endurance, and strength, with a schedule that includes lower-impact 'Wind Down Thursdays' and higher-intensity 'Turn Up Saturdays,' alongside 'Weekly Wildcards.' The first series features yoga, Pilates, and mobility sessions timed with sunset over the East River. The second boasts strength training and energetic DJs, while the Weekly Wildcards bring bespoke pop-up programming such as talks and specialty workouts with curated collaborators.
Image Credit: Joe Holder x Seaport
Why This Trend Is Growing
- Outdoor Wellness Communities
- Recurring waterfront fitness programming reflects how public spaces can become lifestyle destinations that blend movement, social connection, and brand-led wellness experiences.
- Micro-fitness Formats
- Short, accessible workout concepts create room for scalable wellness models that fit urban schedules while expanding participation beyond traditional gym environments.
- Experiential Fitness Programming
- Hybrid formats combining workouts, music, talks, and pop-ups signal new value in fitness offerings that feel more like cultural events than routine classes.
Industries Being Reshaped
- Fitness and Wellness
- Free recurring class series highlight opportunities for fitness brands to build loyalty through community access, flexible programming, and low-barrier participation.
- Real Estate and Placemaking
- Commercial waterfront venues can differentiate themselves by hosting wellness-driven experiences that increase foot traffic and strengthen destination appeal.
- Sportswear and Lifestyle Brands
- Trainer-led public programming provides sportswear companies with a platform for experiential engagement that connects performance products to everyday urban routines.
