A 45-year-old fitness entrepreneur couldn’t afford his NYC apartment, so he struck a deal with the building manager. Could you?

Forced to move out of his Jersey City apartment when the rent went back up after a previous “pandemic deal,” Covington told the New York Times (1) he viewed 25 apartments in Brooklyn and Queens, but none of them worked out. Then he heard about Ray Harlem, a new building near one of Harlem’s main commercial areas.

He immediately fell in love with the building, telling the New York Times that he felt a “creative peace” there.

As an actor, he also appreciated that the development included a collaboration with the National Black Theater, which operates a 25,000-square-foot performing arts space in the building. Unfortunately, the rent was out of his reach.

Overcoming high rental prices

This is a common experience in the U.S. amidst an ongoing, although somewhat improved, rental affordability crisis.

According to Redfin (2), a digital real estate brokerage and platform provider, “Renters need to earn $63,680 to afford the median asking rent for a U.S. apartment — the lowest income required since early 2022.”

Despite this, the “typical renter earns $8,928 less than [the] income needed to afford [the] median apartment.”

And more than one-in-three Americans are overspending on housing. A Zoocasa survey (3) of more than 1,000 U.S. renters and homeowners found that 39.7% are “spending over 30% of their household income on housing costs, including rent, mortgage and maintenance,” leaving them cost-burdened or house-poor.

As for Covington, he came up with a creative solution to this problem. He owns a personal training business with a studio in downtown Manhattan; many of his clients live in Harlem and some had asked if he could open a studio there. He also thought there might be interest from the building’s residents.

Covington pitched building management on the idea of holding group fitness classes in the building to help him make the extra money he needed to rent there. “I shared with them my vision how I would build community through wellness, through body, mind and spirit integration,” he told the New York Times.

Building management liked the idea and now the classes are included in the amenity fees for residents — and Covington can afford to rent there.

Covington was able to come up with a solution to help grow his business, bring in extra income for rent and provide a service that benefitted his building and his community.

Many successful businesses, such as Airbnb and Uber, got their start because of entrepreneurs who saw opportunity where others didn’t.

Others have gained success by pivoting at the right time and in the right way. Netflix, for example, had the foresight to switch from DVD rental to streaming as digital media gained prominence.

Finding a win-win solution

While thinking creatively and being willing to improvise can help you find success in life and business, location is also a key factor.

Covington knew existing clients wanted him to locate a studio in the neighborhood and he suspected there’d be demand for the convenience of having classes in his building. He also identified the value that building management would gain from offering the service.

Many condos offer retail on their lower level, which can create a symbiotic relationship between tenants and the businesses that occupy these spaces.

For instance, the presence of a dentist, variety store or dry cleaner provides amenities that make a building more desirable for tenants. At the same time, it creates a reliable client base for businesses.