Roc House Fitness coming soon to Buckhead

By on December 23, 2012
Photo courtesy of Roc

Health center and spa to replace now-relocated Aveda Institute.

Start-up health center and spa, Roc House Fitness, is opening its first location in Buckhead.

The fitness center submitted a building permit application with City of Atlanta Wednesday to renovate the former Aveda Institute space, at 3402 Piedmont Avenue, into Roc House.

Aveda relocated to Brookwood Place taking space belonging to the now-shuttered Borders.

Roc House will spend an estimated $250,000 renovating the 14,000-square-foot space.

“The name Roc is derived by the symbol associated with a wedding ring, which is a short terminology of a precious stone that is centered in the middle of the ring,” according to the fitness center’s Facebook page.

“…The Roc House Fit-Spa future members are expected to invest the same level of commitment to marriage, as they would dedicate into their health and wellness…”

Roc House will open February 7, 2013, according to a countdown on the fitness center’s website.

About Caleb J. Spivak

CJS is the Founder of What Now Atlanta. He was recently featured in The New York Times, Creative Loafing's "20 People to Watch in 2012," named "Lifestyle Blogger You Need To Know" by Rolling Out Magazine and highlighted as Atlanta's Metropolitan Male in fashion magazine, 944. WNA was named "Best of Atlanta" by Creative Loafing and Atlanta Magazine.


  1. sebastian

    December 23, 2012 at 11:11 am

    Their “Roc” analogy sounds like it was made up by a bunch of high school teenagers that got drunk one day after English lit.

    Best of luck, hope their Gym is as “profound” as its name…

  2. Tanning Bed

    December 23, 2012 at 5:08 pm

    I was hoping this was a Jay Z company. Too bad.

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