Iron Culture has opened its third gym in New Jersey inside the retrofitted former site of Eagle Rock Lanes at 424 Eagle Rock Ave. in West Orange. — Photos courtesy: Iron Culture
By Joshua Burd
A new Iron Culture gym has opened in West Orange, expanding the brand’s footprint in New Jersey and bringing fresh life to the site of a historic bowling alley.
The operator said the facility, located at 424 Eagle Rock Ave., spans 26,000 square feet of renovated space that housed Eagle Rock Lanes for 60 years. That includes more than 13,000 square feet of column-free, open training space and 6,500 square feet dedicated to locker rooms and amenities, all of it in a sleek, spacious environment that has a 182-foot clear-span wood truss system and 16-foot ceilings that celebrate the building’s midcentury design roots.
It is Iron Culture’s third and largest New Jersey location.
“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 built in 1959 and operated as Eagle Rock Lanes until 2019, the building was repurposed through an extensive renovation led by Fairfield-based Titan Construction Management, according to a news release. The adaptive reuse project retained the original structural integrity while completely upgrading all utilities, systems and finishes.
United Kingdom-based Zynk Design spearheaded the architecture, which stresses precision and performance by integrating sculptural lighting, high-end metallic finishes and full-length mirrors that enhance visualization and focus, the news release said. That serves as the backdrop for a collection of equipment sourced from leading global manufacturers including Panatta, Prime, Atlantis, Newtech and Arsenal Strength.
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, the business said.
“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-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.”
Set back from nearby Eagle Rock Avenue and surrounded by the scenic views of Crystal Lake, the site spans 2.6 acres, providing a unique, elevated setting for what Iron Culture said was its most ambitious project to date. It opens alongside the brand’s existing gyms in Cedar Knolls and North Bergen, with additional expansion plans already in motion.
“Iron Culture’s investment is a tremendous win for West Orange,” said Dr. Ron Silikovitz, president of the West Orange Chamber of Commerce. “This project not only re-energizes a landmark property but also strengthens our local business community, bringing renewed energy, jobs and visibility to our town.”
Imperatore added: “Iron Culture has never just been about lifting weights. It’s about building strength — in body, mind and community. West Orange is proof of how far that vision can go, and it’s only the beginning.”
