Historic Cultural Sites Host Fitness Events in Rome and Milan

During the Rome Marathon 2026 on March 22, 2026, New Balance organized a 'Run House' event within the Corsie Sistine of the Santo Spirito in Saxia complex in Rome. For three days, this historic Renaissance building near the Vatican was transformed into a running culture hub featuring meditation sessions, breathwork, sound baths, workshops, talks, group runs, and recovery activities in collaboration with Souplesse Running community. Activities were divided between the Sala Lancisi for wellness and community aspects and the Sala Baglivi for product testing of running shoes and technical innovations. The event coincided with a similar occurrence in Milan where a workout session was held at the Biblioteca Braidense within the Brera complex. Angelo Crespi, director of the Pinacoteca di Brera, defended such initiatives by noting that sponsored events and brand collaborations are common practices at international cultural institutions like the Louvre and Metropolitan Museum of Art. These parallel events highlight a growing trend of using historic spaces as backdrops for experiential brand activations. The Santo Spirito in Saxia complex itself has a long history dating back to the 8th century Schola Saxonum, later revitalized by Pope Innocenzo III in the 12th century, with the Corsie Sistine wing built under Pope Sixtus IV after a 1471 fire. The article suggests these temporary transformations represent contemporary approaches to funding cultural heritage sites while engaging new audiences through wellness and lifestyle programming.