• 08/31/2020

Dallas, TX (August 31, 2020)Crescent Communities is pleased to announce the addition of fitness franchise F45 Training and Land of a Thousand Hills Coffee to the mixed-use community of NOVEL Deep Ellum. Crescent Communities’ retail leasing partner at NOVEL Deep Ellum is Venture Commercial, with leasing led by Amy Pjetrovic, Gabi Shaff, and Austin MacDougall.

“We are excited to welcome F45 Training and Land of a Thousand Hills Coffee as offerings at our NOVEL Deep Ellum community,” said Peter Petricca, Managing Director for Crescent Communities in Texas. “We feel that these well-respected brands will be a welcome addition to the residents and the greater Deep Ellum community.”

F45 Training Deep Ellum Dallas will occupy 2,350 square feet on the ground floor of the community, making it the largest F45 studio in downtown Dallas. F45 Training specializes in 45 minute High-Intensity-Interval-Training (HIIT) style workouts that incorporate cardio and resistance based training in a team atmosphere. The “F” in F45 stands for functional training, which adapts 2900 day-to-day movements into exercises, ensuring no two workouts are the same. Expected to open on September 26, 2020, F45 Training operates five locations in Dallas, and 1,300 studios worldwide.

The studio will be operated by F45 Training Owner Terry Yeung as well as Manager and Head Trainer Brian Schroeder. The duo is looking forward to sharing their passion for fitness with the Deep Ellum community.

“F45 changed my life,” says Yeung. “What I love most about F45 is the ability to adapt and change within each day’s program to fit my needs. I am able to work at my own pace, which also makes this workout program suitable for everyone.” 

In response to the COVID-19 pandemic, Yeung and Schroeder will be optimizing use of the large space for workouts, ensuring members are able to properly social distance and remain safe while in the studio.

In addition to the fitness concept, NOVEL Deep Ellum will be welcoming Land of a Thousand Hills Coffee as another retail partner. Founded in 2008, Land of a Thousand Hills Coffee specifically sources beans grown in Rwanda and prioritizes giving back to local Rwandan coffee farmers through a variety of programs, including its “Do Good Initiative.”

“We believe in more than just serving coffee but serving a community,” says Land of a Thousand Hills Coffee founder Jonathan D. Golden. “We are thrilled about this expansion into Dallas and, specifically Deep Ellum, with its rich history. Our partnership with Crescent Communities and joining the NOVEL communities has allowed us to spread our love of coffee and our love of giving back through our ‘Do Good Initiative.’ We look forward to opening our doors to the community in the next few months.”

Currently, Land of a Thousand Hills Coffee operates nine brick and mortar locations, with NOVEL Deep Ellum rounding out its tenth. Set to open later this winter, the Land of a Thousand Hills Coffee retail space will occupy 1,580 square feet on the ground floor of the community and will be the company’s first foray into the Dallas market.

NOVEL Deep Ellum is a 7-story living and entertainment complex at 2900 Canton St. near Malcolm X Boulevard. The building replaces a block-long one-story industrial building and is home to 231 one- and two-bedroom rental apartments. NOVEL Deep Ellum features art by local artists, ground-floor food and beverage options, and a rooftop pool and lounge. To learn more about NOVEL Deep Ellum, visit

About Crescent Communities

Crescent Communities is a nationally recognized, market-leading real estate investor, developer and operator of mixed-use communities. We create high-quality, differentiated multifamily and commercial communities in many of the fastest growing markets in the United States. Since 1963, our development portfolio has included more than 59 multifamily communities, 21 million square feet of commercial space and 60 single family master-planned communities. Headquartered in Charlotte, Crescent Communities has regional offices in Washington, DC, Atlanta, Orlando, Nashville, Dallas, Denver, and Phoenix. Our multifamily communities are branded NOVEL by Crescent Communities.