[Solidcore] Founder Anne Mahlum Buys Pinecrest Mansion

This Pilates mogul built a fortune with her army of Lululemon-clad devotees, and now she’s buying a slice of South Florida.

Anne Mahlum, the founder and former CEO of Pilates giant [solidcore], bought a Pinecrest spec mansion for a record $11.3 million, listing agent Cristina Ramirez confirmed.

Mahlum and her fiancé, Brett Eaton, bought the home at 11755 Southwest 68th Court from an affiliate of Casa K Group, a Miami-based spec developer led by Orli Krajewski and Eduardo Krajewski. 

Ramirez of Florida Realty of Miami represented the sellers, and Chad Carroll of Compass brought the buyers.

Mahlum founded [solidcore] in 2013 in Washington, D.C. and grew the Pilates operation to 99 studios across the country. She sold her ownership stake in the company in April to venture capital firm Kohlberg & Company for an undisclosed amount, according to published reports. 

Her fiancé, Eaton, is a life coach and former director of personal training at Gold’s Gym, according to LinkedIn. He proposed to her in September on a visit to the Pinecrest house, Ramirez confirmed. 

The spec developers bought the 1-acre estate for $1.3 million in 2020, records show. They tore down the existing home, and built a 9,400-square-foot mansion with eight bedrooms, nine bathrooms and two half-bathrooms, the listing shows. Completed this year, the mansion has a gym, a theater, two laundry rooms, service quarters and a pool. Mahlum and Eaton also requested the developers add a sand volleyball court, according to Ramirez.

Luxury buyers are looking for highly amenitized, newly constructed single-family homes in Pinecrest, Ramirez said. 

“That is what this type of client wants,” she said. “They want comfort, and they want everything to be practical.”

Karim Bayzid’s Norway Builders constructed the home and Re+Forma led design, according to Casa K’s website. 

The developers listed the mansion for $13.5 million in July, Redfin shows. The sale marks the fifth residential price record set in Pinecrest this year and surpasses the previous record $11.2 million spec mansion that sold in October. Baseball star David “Big Papi” Ortiz clinched an earlier record title in June when he sold his mansion for $10.6 million, trumping the record set by the Miami Heat’s Tyler Herro in December when he bought a home for $10.5 million. 

Pinecrest is a popular enclave among professional athletes. Other Heat players, including Jimmy Butler, Dion Waiters, James Johnson, and Penny Hardaway have called the neighborhood home over the years. 

Ramirez said she sees the Pinecrest market sustaining demand and maintaining its recent price growth. 

“If someone else breaks [the price record] next week, we’ll be ecstatic about it,” she said.