Atlanta Lux aims to bring state-of-the-art, sports-focused mixed-use to Alpharetta

Aspiring athletes and pro ballers between teams could one day have a place to flex their sporting prowess in Alpharetta.

Lux Atlanta, a $58 million project slated to rise on a roughly 5-acre plot just west of Ga. Highway 400 at the intersection of Northwinds Parkway and Kimball Bridge Road, aims to bring a 40,000-square-foot, tech-centric training facility to the suburban city.

But, developer Brandon Wheeless told Curbed Atlanta, the project has much more to offer: “It’s not just a gym,” he said. “It’s a lot more than that.”

Plans for Lux Atlanta also include the buildout of a 10,000-square-foot medical rehab center, almost 13,000 square feet of restaurants, and a 14,000-square-foot lounge, not to mention full-service bar offerings.

And on top of that, the sports-focused mixed-use development seeks to welcome a 60,000-square-foot luxury hotel concept.

The complex would also connect to Alpharetta’s Beltline-esque, multi-use trail system, the Alpha Loop.

The athletic and medical facilities would be run like any other pricey country club—members only. The hotel and adjacent restaurants, however, would be open to the public. (City planners have said the hotel would be comparable to The St. Regis Atlanta in Buckhead, according to the Atlanta Business Chronicle.)

Gregory Washington of AIMM.KSGW is the project’s architect. The images shown with the story, Wheeless said, are “not the true architecture we’ll be using; it’s pretty similar, but not exact.”

Wheeless, who used to play college basketball, and his partner in this project, Rob Johnson, who trains NBA players, want Lux Atlanta to offer prospective pro athletes—and returning and recovering ones—a networking space to complement their workout facilities.

Players, Wheeless said, tend to rely on their agents to market their talents at combines and similar conventions. “We wanted to house all that in one facility, but it won’t be all for professional athletes,” he said. “It’ll be run like a private country club.”

Alpharetta’s planning department largely supports the development plans, which are scheduled to be discussed at a June 7 meeting of the city’s planning commission.

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