M Social Brings Tennis, Wellness and Rooftop Style during US Open

US Open spills well beyond the gates of the Billie Jean King National Tennis Center, and M Social Hotel New York Times Square gave the tennis world a stylish place to land in Manhattan with two days of rooftop programming built around sport, wellness, hospitality and connection.

M Social Collective: New York Times Square Edition took over the hotel’s Beast & Butterflies rooftop on August 26–27, bringing together ATP players, wellness leaders, sustainability partners, media, creators and guests against panoramic views of Times Square.

The event featured ATP players Yannick Hanfmann and Hamad Medjedovic, who joined a conversation about the modern athlete’s world beyond the court, from training and recovery to travel, wellness and community.

Photo credit: M Social

“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,” Hanfmann 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.”

Medjedovic echoed the value of having a true escape in the middle of Manhattan during tournament week.

“Having a room that feels like an escape while still being in the heart of Manhattan is really special,” Medjedovic said. “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.”

Photo credit: DJ Mad Linx / Florida Tennis

The rooftop programming went well beyond traditional tennis hospitality. Guests took part in movement and agility sessions, Coffee & Chill recovery experiences and cold plunges, followed the next morning by breakfast with the players, sound-bath meditation and restorative programming designed to offset the pace of US Open week.

M Social also highlighted its rooftop beekeeping partnership with Alvéole through guided hive experiences and honey tastings, with honey produced above Times Square incorporated into cocktails, mocktails and culinary offerings.

As the day moved into evening, Beast & Butterflies shifted naturally from wellness destination to social scene, with food, drinks, DJ sets and rooftop mixers bringing together athletes, media, creators, partners and guests.

Photo credit: DJ Mad Linx / Florida Tennis

“M Social Collective: New York Times Square Edition showed how we can use the energy of our location and the strength of the right partners to create something that feels relevant to both our guests and the city,” said Vikram Sardana, Vice President, Operations, New York, and General Manager, M Social Hotel New York Times Square. “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.”

The New York event marked the third global chapter of M Social Collective following editions in Penang and Paris, with a Downtown Edition planned for 2027.

Florida Tennis Magazine thanks M Social Hotel New York Times Square for welcoming our team during US Open week and for inviting Florida Tennis Entertainment Director DJ Mad Linx to be part of the experience. The mix of tennis, hospitality, wellness, music and Manhattan energy made M Social Collective one of the more distinctive off-court stops during the US Open.

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By Florida Tennis Staff. Top photo / Source: M Social Hotel New York Times Square

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