Hank Freid

CEO / Founder

Hank Freid, Founder and CEO of the Impulsive Group, has been a luminary in New York real estate for over 30 years. Hank’s growing and impressive portfolio of luxury boutique hotels and extravagant yachts are designed for the sophisticated and corporate traveler who appreciates highly customized personal service, modern amenities, and unbeatable locations.

The Sanctuary Hotel, a 4.5-star property in the heart of Times Square attracts world class guests and celebrities who enjoy impeccable service, swanky venues, and an enchanting atmosphere.  Hank’s visionary work has transformed dilapidated buildings in neglected neighborhoods into chic, urban retreats that have now become destinations to explore.

The success of these hotels has revamped entire neighborhoods, bringing tourists to local businesses, cleaning up rundown streets, and fueling the New York economy. Hank has consistently been acknowledged in the hospitality industry with awards for the quality of his properties, extraordinary customer service, and his superior management style.  Hank’s expertise, dedication, and fearlessness is the reason The Impulsive Group has reached the standard of excellence in New York Hospitality and will continue to grow and develop into a universal force in the worldwide market.

Brandon Freid

COO / Co-Owner

Brandon Freid joined Impulsive Group in 2001 and has proven to be an invaluable asset to the company. His business savvy and creative ingenuity led to the acquisition of what is now known as the Sanctuary Hotel. The Sanctuary Hotel has quickly become an award winning luxury boutique hotel in the heart of Times Square. It is also one of the few hotels in New York City that boasts 4 unique venues for guests to enjoy.

Brandon is also responsible for launching three of these four venues including the trendy Haven Rooftop, the Tender Restaurant an innovative steak and sushi eatery, and the Tender Lounge, an impressive sports bar. Brandon’s unique artistic vision to transform the Haven Rooftop from a ski chalet in the winter to a Mediterranean retreat in the summer, helped make the trendy rooftop bar a distinct and cutting-edge destination for Wall Street and Hollywood elite throughout the year.

Brandon’s financial wizardry, his acute understanding of architecture and design, and his ability to renovate and innovate, has secured his position as the next generation of real estate leaders to watch.