Adam Flatto

Wellness real estate requires more than just a gym.

For Adam Flatto, wellness encompasses social and spiritual connectivity, reflective of current consumer demands. Rather than acquiring goods, consumers are spending more on experiential activities, wellness and well-being, explained Flatto.

Many of The Georgetown Company’s recent deals are carving out new opportunities within these spaces. Notably, Georgetown has partnered with European wellness company Therme to develop resorts in the U.S. That plan was announced in early 2025, though many of Flatto’s 2024 projects maintain a similar wellness-
centric throughline, albeit with a more subtle approach.

“Whether it’s an office tenant or it’s an apartment dweller or it’s somebody going to a shopping location, it’s finding that connection that gives you that enhanced well-being,” said Flatto, whose projects stay on trend. 

One example is Easton, a 12 million-square-foot retail center in Columbus, Ohio. As a popular shopping site, Easton receives roughly 30 million visitors annually, thanks to its growing lineup of stores, restaurants and hotels. “It has transcended beyond just a place to buy stuff. Rather, it’s a place to create emotional and social connections with consumers and with others,” said Flatto.

This theme of community engagement resurfaces in Georgetown’s approach to offices. In 2024, the development company completed the first phase of Campus 244, a 12.8-acre adaptive reuse endeavor in the Atlanta area. Although the development leans heavily on office — to the tune of 380,000 square feet — it also consists of retail, parkland, restaurants and a 145-room hotel. Collectively, these mixed-use components help leverage social opportunities to attract employees back to the workplace.

Other notable 2024 projects included the acquisition of Washington, D.C.’s Hotel Harrington and the approval of converting part of Manhattan’s 10 Rockefeller Plaza into a hotel, among a slew of other deals. “It’s been a time of allowing us to think a bit outside the box and be a bit more proactive rather than reactive,” said Flatto.