Equinox’s $40,000-a-year membership has a ready checklist of greater than 1,000 individuals, as demand for luxurious well being and wellness applications soars, in line with the corporate’s chairman.
The high-end health chain’s “Optimize by Equinox,” launched in 2024, is among the costliest fitness center memberships on the earth and consists of every thing from private coaching and diet to sleep teaching, therapeutic massage remedy and a “well being concierge.”
Harvey Spevak, Equinox’s government chairman, informed Inside Wealth that this system has seen outstanding demand and highlights the “insatiable” demand by the rich for longevity and wellness merchandise.
“Well being is the brand new luxurious,” Spevak mentioned. “The No. 1 factor within the expertise economic system, moreover journey, that the patron desires, is, ‘How do I dwell a high-performance life-style?'”
The Optimize program is all a part of Equinox’s technique to change into the main luxurious model within the fast-growing enterprise of well being and wellness.
The worldwide wellness market is predicted to achieve practically $10 trillion by 2030, up from $6.8 trillion in 2024, in line with estimates from the World Wellness Institute. With the inhabitants of millionaires and billionaires growing older, and an explosion in firms and merchandise promising miracle cures, the rich are driving a lot of the spending.
Equinox has grown past health golf equipment to broaden into accommodations and hospitality, personalised efficiency applications, IV facilities, blood-testing collaborations and extra.
The corporate opened its first lodge, in Manhattan’s Hudson Yards neighborhood, in 2019 and is about to open a second, in Saudi Arabia. Spevak mentioned Equinox will seemingly have near a dozen accommodations around the globe — together with within the Center East, the Caribbean and the U.S. — inside the subsequent seven to eight years.
Equinox at present has 115 health golf equipment and has plans for 40 extra — together with places in Nashville, Tennessee; Toronto; Charlotte, North Carolina; and South Florida. Regardless of being the biggest retailer in New York by sq. toes, it is persevering with so as to add extra in its dwelling metropolis, Spevak mentioned.
The Optimize membership leverages Operate Well being, a lab check firm, to supply shoppers with checks for 100 biomarkers twice a yr, which might then function guides for a health, diet and life-style program tailor-made to every shopper.
Spevak mentioned this system has rolled out in Los Angeles and Dallas and can finally launch in New York.
The corporate additionally lately created a customized program for girls known as EQX ARC. Utilizing diagnostics, wearables and specialised teaching, this system is designed across the completely different levels of a lady’s life and well being journey, and already has its personal waitlist.
Spevak mentioned the corporate’s IV-drip lounge on the Equinox Lodge in Hudson Yards — its solely drip lounge to date — has already change into “a seven-figure enterprise.”
Equinox Hudson Yards is the model’s truest realization of its holistic life-style promise, giving members entry to signature group health lessons, a 25-yard indoor saltwater pool, cold and hot plunge swimming pools and a 15,000 sq. foot out of doors leisure pool and sundeck. The Equinox at Hudson Yards footprint provides ample alternative for coaching, working, regenerating, socializing, neighborhood constructing, consuming and extra.
Matthew Peyton | Getty Photos Leisure | Getty Photos
Whereas Equinox is non-public and does not disclose financials, Spevak mentioned 2025 was a “report yr” for the corporate and he expects 2026 “to be even larger.” He mentioned different high-end shopper firms are reaching out to Equinox to accomplice on well being and wellness.
“When you concentrate on the economic system shifting from a product economic system to an expertise economic system, loads of large shopper firms are saying, ‘Properly, how do I proceed to serve my shopper and well being and wellness, and who do I speak to?’
“There’s actually just one model that has the authority and the model fairness,” he mentioned.
A model of this text first appeared in CNBC’s Inside Wealth e-newsletter with Robert Frank, a weekly information to the high-net-worth investor and shopper. Join to obtain future editions, straight to your inbox.