M Social Turns Times Square Rooftop Into US Open Wellness Hub

The program, held August 26–27, served as the third global chapter of the M Social Collective platform, following previous installations in Penang and Paris. By shifting the focus away from the traditional tournament atmosphere, the hotel hosted panel discussions on the modern athlete’s lifestyle, featuring insights from players Yannick Hanfmann and Hamad Medjedovic. Conversations centered on the necessity of mental wellbeing and the role hospitality plays in helping touring professionals stay grounded.

Beyond dialogue, the rooftop functioned as an open-air training ground. Attendees participated in agility sessions and recovery-focused programming, including cold plunges and sound bath meditations. Sustainability remained a core pillar of the event, highlighted by a partnership with Alvéole that showcased rooftop beekeeping. Honey harvested from the hotel’s own hives was integrated into the culinary offerings, providing guests with a tangible connection to the property’s environmental efforts. According to Vikram Sardana, General Manager of M Social Hotel New York Times Square, the initiative aimed to position the hotel as a cultural connector rather than just a place to stay, leveraging the city’s momentum to foster engagement between visitors and the local community.