M Social Hotel hosts US Open week celebration with ATP players and wellness experts
At the heart of New York City's bustling Times Square, M Social Hotel New York Times Square recently hosted M Social Collective: New York Times Square Edition, a two-day celebration of sport, wellness, and community during the height of US Open week. The event, held from August 26 to 27, brought together ATP players, wellness experts, and sustainability advocates to explore the intersection of professional tennis, health and recovery, and cultural engagement.
The rooftop of M Social Hotel, known as Beast & Butterflies, transformed into a vibrant hub of activity. ATP players Yannick Hanfmann and Hamad Medjedovic, alongside wellness leaders from Coffee & Chill and Alvéole, engaged in a panel discussion titled "The New Social Athlete: Where Sport Meets Culture." The conversation delved into the holistic approach to athlete well-being, emphasizing recovery, mental health, and responsible travel.
Hanfmann, a key participant, highlighted the advantages of having a dedicated space for movement and recovery. "Having a spacious room and access to a great gym here at M Social Hotel New York Times Square is a huge advantage, especially during the US Open when so many players are sharing limited space," he said. "It's also great to have everything in one place, from a great gym and excellent food to opportunities to connect with other people and be part of the community. Having that space and flexibility to train, eat well, recharge, and connect makes a real difference."
The rooftop venue hosted a series of movement and agility sessions led by M Social resident trainer Keoni Hudoba and the ATP players. Recovery-focused experiences, such as cold plunges and sound bath meditations, were also on offer, providing guests with a unique blend of physical and mental rejuvenation. The second morning saw a communal breakfast with the players, followed by a lineup of restorative programming that included mindful moments and meditation.
Sustainability was a central theme of the event, with M Social Hotel's ongoing rooftop beekeeping partnership with Alvéole taking center stage. Guests participated in guided beehive experiences, enjoyed honey tastings, and learned about the role of urban pollinators in supporting local biodiversity. Honey produced on the hotel's rooftop was incorporated into cocktails, mocktails, and culinary offerings, showcasing the tangible benefits of the hotel's sustainable practices.
Vikram Sardana, Vice President of Operations for M Social Hotel New York Times Square, emphasized the importance of these partnerships in creating relevant experiences for guests and strengthening the hotel's connection to the local community. "Bringing together ATP players, wellness and sustainability partners during US Open week allowed us to activate Beast & Butterflies in a completely different way and introduce more people to the M Social experience. These partnerships help us build the brand locally, create new reasons to engage with the hotel, and strengthen our connection with the New York community."
The event concluded with signature food and beverage offerings, DJ sets, and informal rooftop mixers, providing a relaxed setting for athletes, partners, media, creators, and locals to connect beyond the traditional tournament environment. Sardana noted, "Having a room that feels like an escape while still being in the heart of Manhattan is really special. At M Social Hotel New York Times Square, you're surrounded by all the energy of the city, but you can step back into your room, unwind, and recharge, all while taking in amazing views of New York. During a tournament like the US Open, having that balance makes a real difference."
M Social Collective: New York Times Square Edition marked the latest chapter in the global platform's evolution, following editions in Penang, Paris, and Times Square. The next iteration of the platform, the Downtown Edition, is set for 2027, promising to continue redefining modern hospitality through locally relevant experiences.