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Eloise, meet your new rival, Mike Sorrentino. He's just as petulant as you are, but his abs are about a thousand times more ripped. That's right: According to Page Six, the Situation is in talks to become the face, the midsection, and the partial owner of a gym at the Plaza Hotel, lending his special brand of marketing magic to the venerable but troubled institution. He would be partnering with Ross Franklin, CEO of RF Health Club Consulting, who's trying to set up a new gym in the home of the Plaza's recently-shuttered Radu Fitness center. If this works, maybe it could provide a new vision for the struggling downstairs Retail Collection. Four words, people: Filthy Couture flagship boutique.
· The Situation may become face & partner of Plaza Hotel gym [Page Six]
· All Plaza Retail Collection coverage [Racked NY]
· JWOWW's Filthy Couture Available for Pre-Order, Ships August 20 [Racked]