Equinox’s $40,000-a-year membership has a ready record of greater than 1,000 folks, as demand for luxurious well being and wellness packages soars, in line with the corporate’s chairman.
The high-end health chain’s “Optimize by Equinox,” launched in 2024, is likely one of the costliest health club memberships on this planet and contains all the things from private coaching and vitamin to sleep teaching, therapeutic massage remedy and a “well being concierge.”
Harvey Spevak, Equinox’s government chairman, instructed Inside Wealth that this system has seen exceptional 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 financial system, in addition to journey, that the patron desires, is, ‘How do I reside a high-performance way of life?'”
The Optimize program is all a part of Equinox’s technique to turn into the main luxurious model within the fast-growing enterprise of well being and wellness.
The worldwide wellness market is predicted to achieve almost $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 old, and an explosion in corporations and merchandise promising miracle cures, the rich are driving a lot of the spending.
Equinox has grown past health golf equipment to develop into lodges and hospitality, customized efficiency packages, 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 possible have near a dozen lodges all over the world — 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 areas 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 house metropolis, Spevak mentioned.
The Optimize membership leverages Perform Well being, a lab check firm, to offer shoppers with exams for 100 biomarkers twice a yr, which might then function guides for a health, vitamin and way of life program tailor-made to every consumer.
Spevak mentioned this system has rolled out in Los Angeles and Dallas and can finally launch in New York.
The corporate additionally just lately created a personalised program for girls known as EQX ARC. Utilizing diagnostics, wearables and specialised teaching, this system is designed across the totally different levels of a girl’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 this point — has already turn into “a seven-figure enterprise.”
Equinox Hudson Yards is the model’s truest realization of its holistic way of life promise, giving members entry to signature group health courses, a 25-yard indoor saltwater pool, cold and warm plunge swimming pools and a 15,000 sq. foot out of doors leisure pool and sundeck. The Equinox at Hudson Yards footprint presents ample alternative for coaching, working, regenerating, socializing, neighborhood constructing, consuming and extra.
Matthew Peyton | Getty Photographs Leisure | Getty Photographs
Whereas Equinox is personal and does not disclose financials, Spevak mentioned 2025 was a “file yr” for the corporate and he expects 2026 “to be even greater.” He mentioned different high-end client corporations are reaching out to Equinox to accomplice on well being and wellness.
“When you consider the financial system shifting from a product financial system to an expertise financial system, numerous massive client corporations are saying, ‘Effectively, how do I proceed to serve my client and well being and wellness, and who do I discuss to?’
“There’s really 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 publication with Robert Frank, a weekly information to the high-net-worth investor and client. Enroll to obtain future editions, straight to your inbox.
