Pickleball Commercial Real Estate Deals: A new Life Time fitness club is coming to 10 Bryant Park in Midtown Manhattan, and the idea took shape on a pickleball court. A casual game between Eli Elefant and Parham Javaheri led to one of the city’s biggest retail leases of the year, totaling 52,000 square feet.
Pickleball Sparked the Deal
The partnership began when Eli Elefant, CEO of Property & Building Corp., met with Parham Javaheri, Chief Property Development Officer of Life Time, through broker introductions. Their first meeting was a workout. “We played pickleball at 1 Penn and at Sky on West 42nd Street,” said Parham Javaheri. “Eli told us what his vision was for a strong amenity. We formed a good friendship.”
Eli Elefant joked about the match, saying, “The competition was a great way for him to humiliate me. But I’m a firm believer in personal synergies.”
Their friendly match helped build trust and led to a major business deal for the building. Life Time’s upcoming Midtown location will serve both office workers and local residents.
Pickleball Culture Meets Business Strategy
In a fast-changing commercial real estate world, lifestyle amenities like pickleball are becoming more important. “We didn’t just want to build a gym,” said Eli Elefant, explaining how 10 Bryant Park’s redesign aimed to meet modern expectations.
The sport helped seal the deal in a more relaxed, personal way. It showed how shared experiences, like a fun match of pickleball, can lead to big business results.
News in Brief: Pickleball Commercial Real Estate Deals
A casual game of pickleball between Eli Elefant and Parham Javaheri led to Life Time signing a 52,000 sq. ft. lease at 10 Bryant Park. The game helped build trust and shape a major deal for the Midtown tower’s future wellness center, set to open in early 2027.
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