Equinox Fitness is primarily known for two things: being a luxury wellness brand and having very high prices. This week, it’s leaning into both, announcing a new personalized longevity program, Optimize by Equinox, that will provide members with extensive, in-depth assessments and guidance worth $40,000 annually.
“Equinox is known for always anticipating consumer needs and coming up with programs to support them,” Julia Krim, Equinox’s vice president of strategic partnerships and business development, told Fortune. Ta. She said the company’s members – “educated consumers who want to take their performance to the next level” – share blood test results with trainers as a way to explore personalized ways to adjust their training and nutrition. He points out that he has begun to hear reports on the ground that this is happening. .
“If we knew the future of coaching and performance was going to be personalized, we wanted to partner with the best companies and physicians,” Krim says. That’s why this program has partnered with Function Health, a personal health management platform with access to over 100 clinical tests, co-founded by internationally renowned physician, best-selling author, and podcaster Dr. Mark Hyman. provided.
Krim likens this new approach to that of top athletes. Top athletes typically work together in teams to help achieve optimal performance. “We have a doctor, a nutritionist, a sleep coach, a mental performance coach, and they work together as a team,” she says. “So it’s data, but it’s a human-driven approach.”
And athletes don’t just have to be fitness professionals, she points out. “CEOs are athletes, musicians are athletes, and we’re attracting consumers who want to bring more energy and vitality to their performances,” she says. “Coaching designed around movement, nutrition, and regeneration is something we have been working on for years and have now essentially leveled up.”
$40,000 Longevity Program Contents
The program launches in New York and Texas at the end of the month (new markets will be added throughout the year), and a personal “concierge” will guide interested members through filling out a medical questionnaire. We perform a movement, nutrition, and sleep diagnostic to establish a baseline. You can also have lab tests for over 100 biomarkers (for heart, thyroid, hormones, metabolism, inflammation, kidneys, liver, nutrients, and more) up to four times a year. Other benefits include personal training three times a week with Equinox’s most experienced coaches, nutrition coaching and sleep coaching twice a month, an Oura rest and recovery kit, and monthly massage therapy.
All cost $3,000 per month, with a basic gym membership that averages $300 per month (varies by market), plus a six-month commitment, for a total annual cost of $40,000.
Regarding pricing, Kilm emphasized that members can interact with “approximately 16 hours a month with top experts in either category.”
Equinox’s move comes as no surprise to Beth McGroarty, vice president of research at the Global Wellness Institute. It is a research-based nonprofit organization dedicated to educating the public and private sectors about preventive health and wellness, according to the organization’s 2023 report. .
“The biggest or most notable trend in the wellness industry around the world is definitely the focus on longevity and health span,” she told Fortune. “It’s really amazing how fast it took off.”
Because fitness is the most evidence-based habit for longevity in the health space, Equinox “sees an opportunity to take this whole longevity initiative to the nth level,” she said. “It’s a gym as a longevity clinic.”
McGroarty points out that Equinox is not the first company to move in this direction. Another luxury fitness chain, Lifetime, launched a similarly conceived Miola last year, as do several Australian companies.
“This is part ultra-high-end gym, part MRI, cryotherapy, lab testing…Essentially, these new hybrid models include a lot more features, many of which are “This is achieved through partnerships with diagnostic companies such as Equinox and Function Health,” she says.
The trend has spread to the travel sector, with hotels opening around the world, including the Four Seasons, which offer stem cell treatments and biomarker testing, McGroarty said, but daily wellness centers are more likely to be located in gyms. points out that it is reasonable. “If you’re really passionate about this constant self-optimization and testing, you’ll want to do it on a daily basis,” she says. “Also, it makes no sense to have a longevity model without fitness.”
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