How a Fitness Broker's Open Redefined South Florida Commercial Marketing

Lucía Torres · 2026-08-21

You know how commercial real estate marketing can sometimes feel... well, a bit stale? Jamie Bederak, Director of Commercial Division for The Agency South Florida, decided to flip the script entirely. Her latest listing wasn't just another property. It was GVO Cycle, a nearly 3,000-square-foot boutique fitness and recovery destination on Fort Lauderdale's prime Federal Highway corridor. She faced a unique challenge. This wasn't an empty shell. It was a fully realized, operating wellness business. The sale included everything—the space, the brand, the equipment. How do you make brokers feel that potential? Jamie's answer was simple, and it completely broke the mold. ### The Property: More Than Just Square Feet First, let's talk about the space itself. It's designed for the modern wellness consumer. - A massive, flexible 900-square-foot studio that hosts everything from heated Pilates to yoga and dance. - A dedicated recovery zone with two infrared saunas and two cold plunge tubs. - "The Tunnel," a cycling room with immersive, rhythm-synced lighting. - Separate mat Pilates studio, premium lockers, and a polished reception. Every fixture, every piece of equipment from last year's ground-up build-out was included. The buyer wasn't just getting a location; they were stepping into a turnkey operation. ### The "Aha" Moment: Ditch the Brochure, Host a Workout Here's where Jamie got creative. Instead of a standard broker's open house with coffee and pastries, she hosted a "Fitness Broker's Open." Think about that for a second. She invited agents to actually experience the asset. They came for a workout. They tried the recovery zone. Most importantly, they were encouraged to create content—photos, videos—right there in the space. The result was immediate. The property came alive through the eyes of the guests. Foot traffic turned into genuine conversation. And that conversation sparked a wave of social sharing long after the event ended. Brokers became storytellers for the brand. "One person can market a property," Jamie explains, "but when you bring an entire ecosystem of people into it, everyone leaves with their own perspective. Suddenly the property isn't being seen through one set of eyes. That kind of collaboration creates reach and momentum that traditional marketing simply cannot replicate." ### Collaboration Was the Real Foundation This story's roots are in teamwork. The listing came to Jamie through a colleague, residential agent Daniel VanBronkhorst, who spotted the commercial opportunity with a client. That connection sparked everything. "Without Daniel making that connection," Jamie says, "none of this would have happened." That spirit of collaboration fueled the event, too. Agents from across The Agency's South Florida network showed up, engaged, and amplified the listing to their own circles. It was a force multiplier. Jamie's philosophy is clear. "Commercial real estate has been marketed largely the same way for decades, and I'm determined to help break that mold," she says. "I believe exceptional properties deserve exceptional marketing. That means cinematic videography, storytelling, creative events, and finding ways to actually bring people into a property so they can understand the opportunity for themselves." It boils down to this: every property has a story. The most powerful marketing doesn't just tell that story. It lets people live it, feel it, and then tell it in their own words. That's how you create an experience that lasts far longer than any listing sheet.