Kira Golenko, Founder and CEO of Motko. Kira is an expert on tennis, well-being and real estate.
From the wellness market reaching a record $6.8 trillion in 2024 to a growing public health push for prevention, health and wellness are hotter than ever. What is less hot: Class B offices and outdated multifamily properties, struggling to fill occupancy and maintain rents.
In a world where we spend over 90% of our time indoors, could the wellness boom revive both tired bodies and underperforming properties?
Wellness as a concept is multifaceted, and I find that a data-driven approach can help property owners develop a strategic, high-ROI wellness program. MIT’s study on the financial impact of healthy buildings found that certified healthy buildings command between 4.4% and 7.7% higher rents per square foot and longer lease terms.
Based on this, I think a wellness-focused strategy can be a key competitive differentiator for older buildings. However, every property is unique, so the right wellness strategy must align with location, existing conditions and market demand.
How Tailored Strategies Can Maximize Both Health And Financial Returns
It’s also important to recognize that not all wellness features are perceived equally. For example, tenants may not immediately recognize the benefits of cleaner air, yet research suggests it’s important for long-term health and cognitive function. Similarly, the most financially viable wellness upgrades depend on cost-effective implementation strategies tailored to the asset class.
In the U.S., certain wellness-focused features may not only enhance tenants’ health outcomes but also help them meet local property laws and qualify for state-enabled financing programs. This allows property owners to implement upgrades with no upfront capital investment while improving tenant retention and net operating income (NOI).
Below, I want to explore three wellness-driven strategies that can help improve health outcomes while adding financial value to your real estate investments.
1. Using Biophilic And Active Design
Who doesn’t love being in nature? Nature makes people feel better—science backs it. But while doctors in Canada are now prescribing forest walks as preventative medicine, most people don’t have the luxury of escaping into the wilderness. This is where biophilic design comes in.
Biophilic and active design principles have tangible benefits, not only for occupant well-being but also for financial performance, for tenants increasingly prioritize healthy, experiential environments. For example, Interface’s offices in Paris, featuring biophilic design and holistic well-being concepts, reported increases in employee well-being of 43% and productivity gains of 38%.
Active design has similar attributes. Take attractive staircases—wide, open staircases with natural light and appealing aesthetics, which can encourage more people to use the stairs, reducing elevator congestion and lowering energy costs. And besides, you never know who you might bump into on the stairs.
A study focused on Arbor House, a residential building in the South Bronx designed with active principles, found that after one year of residency, there was a 53% decrease in the number of people who reported not walking up any flights of stairs per week.
Similarly, active rooftop spaces can help to drive rental premiums. While not every property can match Google’s London HQ “landscraper” rooftop park, installing sound systems, designing workspaces and integrating workout areas can drive tenant engagement.
2. Technology As An Engagement Tool
Engaging with others and being part of a community are key reasons people choose one property over another. And technology is reshaping how tenants interact with their environments.
A well-designed digital community platform is more than just a communication tool—it drives engagement, builds social capital within a property and enhances the overall tenant experience. Moreover, it is suitable across all asset classes and building ages, making it one of the most versatile wellness-driven enhancements. When done right, I’ve seen how tech-driven engagement can reduce turnover, increasing long-term property value.
For example, a digital platform can serve as a centralized communication hub for your property, allowing you to organize events, share updates, foster social connections and enable ongoing engagement.
In commercial real estate, 92% of landlords acknowledge that tenants expect more from their buildings—especially in terms of engagement and technology. Rather than viewing technology as a convenience add-on, I think it can be helpful to consider how wellness-driven tech can increase a building’s competitive edge and align with shifting tenant expectations. By integrating smart technology, landlords can foster a sense of belonging, increase retention and differentiate their properties in a competitive market.
3. Wellness As A Storytelling Tool
Every building has a story, and tenant amenities help shape and share it. The best amenities create an experience, not just fill the space. And given how much consumers spend on wellness, they should be wellness-oriented.
What is your property’s edge? Is it art? Maybe proximity to a cultural attraction? Do you have the best taco pop-up on the roof? Do you have a theater that could host sports gatherings or Sunday football games? How about a pickleball simulator—one of the fastest-growing sports in the U.S.? The key is to design the offerings with both wellness trends and financial returns.
As buildings age and tenant expectations evolve, those who prioritize well-being, experience and engagement will be best positioned to lead the market. I believe the most successful repositioning strategies will be those that align wellness, financial sustainability and tenant demand, turning underperforming buildings into high-value, experience-driven assets.
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