Here in San Diego we pay a premium for the unparalleled privilege of enjoying the outdoors year-round, often referred to as the "Sunshine Tax." But with the arrival of Fit Social, that tax just started paying some serious dividends.
Located directly on the sands of Mission Beach, this groundbreaking new venture from Fit Athletic Club merges the best parts of the California lifestyle into a single destination: wellness culture, coastal dining, casual coworking, and San Diego’s laid-back community vibes.
A Shift Towards Social Wellness
Fit Social arrives at a pivotal moment in wellness culture, perfectly aligned with a generational shift toward wellness-centered community events and shared experiences, also known as “social wellness.”
The data bears this out. Over 80% of Gen Z gym-goers participate in group workouts, drawn by the social energy and shared motivation that come with exercising alongside others. Meanwhile, Eventbrite highlights a 130% increase in attendance at wellness-related social events, also indicating a growing desire to trade digital isolation and replace more traditional nightlife for higher-quality, in-person connection.
"People are moving away from isolation — we crave connection, balance, and spaces that support both,” says Scott Lutwak, Founder + CEO of Fit Athletic Club. “Fit Social is that space, designed for the way we live today and where we’re headed next."
Fit Social is the physical manifestation of this cultural moment. The Mission Beach social space offers recovery amenities like saunas and cold plunges, along with coastal coworking, community lounge areas, and a health-forward food and beverage program. Live music and outdoor wellness classes, workshops and festivals will also enhance the community mission of this purpose-built destination.
Wellness, Work, and Coastal Dining in One Place
Fit Social reimagines what a day at the beach can look like by merging movement, recovery, dining, and connection into one seamless experience. Visitors can kick off their day with a dip in the ocean or surf, ease into a recovery session, join a work call on a laptop, or meet up with friends for mocktails and light bites.
Here’s what you can expect at Fit Social:
Beachside Wellness + Coworking Lounge
- Outdoor coworking areas with shaded seating, high-speed Wi-Fi, and charging stations
- A recovery zone featuring two cold plunges and men’s and women’s saunas
- Oceanfront daybeds + cabanas (at additional cost)
- Seasonal outdoor fitness classes returning this spring, open to both the public and Fit Members
Coastal Dining With a Wellness Edge
Fit Social’s culinary program, designed in partnership with Draft, delivers a menu that’s equal parts nourishing and beach-friendly:
- Cold-pressed juices + smoothies
- Protein-forward bowls and fresh, chef-driven share plates
- A full bar featuring craft cocktails and zero-proof options
Fit Social Hours + Access
Fit Social is fully open to the public with day passes available for both Fit Athletic Club members and non-members:
Fit Athletic Club Members
- Daily access included
- Mon–Fri: 7:00am-9:00pm
- Sat–Sun: 7:00am-7:00pm
- Receive 20% off food, drinks, and cabanas
Non-Members
- Open daily 12:00pm-sunset
- $11 day fee for coworking/wellness area access ($38 for daybed, $109 for cabana for up to 4 people)
- Book via Resort Pass or walk in at the host stand
Outdoor fitness classes will return this spring, available to both members and non-members.
For more information and upcoming events, visit fitathletic.com/fitsocial
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