2025 Fall Preview: Jennifer DiCecco, Elite Wellness Amenity Group

What trends or shifts do you see shaping your industry this fall and into 2026? Rent growth is leveling off, and residents are seeking more than amenities – they want experiences. Our resident survey found that 76% of renters value fitness and wellness most, above pools or coworking spaces. As we head into 2026, multifamily is shifting from amenity arms race to activation arms race – where emotional connection and consistent wellness engagement drive retention and rent justification.

What’s one major project, initiative, or innovation your firm is focused on in the months ahead? This fall and winter, we’re offering a free 3 – 5 day Wellness Activation Trial for properties to gather resident feedback and implementation data. The trial transforms underused gyms into engagement hubs through staffed trainers, curated classes, and on-site activations. With zero CapEx, owners see firsthand how wellness can elevate retention, renewals, and community culture – showing how quickly this program can change the energy within a building.

What challenges or opportunities do you anticipate for your clients as the market heads into Q4? Operators face rising turnover and slower renewals. The opportunity is to activate what’s already there – wellness spaces that build emotional connection. Our data shows that consistent engagement (classes, trainer presence, recognition) lifts renewal intent. The properties that humanize wellness – not just advertise it – will outperform as the market tightens in Q4.

What are you most excited about for the future of your sector? Wellness is evolving from soft perk to hard asset. Data now links wellness activation directly to retention, rent growth, and ESG impact. We’re excited to help owners measure success not just in occupancy but in resident vitality, engagement, and emotional connection. When residents feel known and inspired, they don’t renew leases – they renew lifestyles.