The pursuit of longevity is rapidly becoming a luxury market, with high-net-worth individuals driving demand for premium wellness programs and personalized health solutions. Equinox, the high-end fitness chain, is capitalizing on this trend with its “Optimize by Equinox” membership, priced at $40,000 per year, which currently boasts a waiting list exceeding 1,000 people, according to the company’s executive chairman, Harvey Spevak.
Launched in , Optimize is a comprehensive health program encompassing personal training, nutrition planning, sleep coaching, massage therapy, and a dedicated “health concierge.” The program’s popularity underscores a shift in consumer priorities, where maintaining peak physical and mental performance is increasingly viewed as a status symbol and a worthwhile investment.
“Health is the new luxury,” Spevak stated, emphasizing that, after travel, the primary desire of affluent consumers is to “live a high-performance lifestyle.” This sentiment reflects a broader trend within the wellness industry, which is projected to reach nearly $10 trillion by , up from $6.8 trillion in , according to estimates from the Global Wellness Institute.
Equinox’s ambitions extend beyond traditional fitness clubs. The company is actively diversifying into related sectors, including hotels, hospitality, IV centers, and blood-testing collaborations. Its first hotel, located in Manhattan’s Hudson Yards, opened in , and a second is planned for Saudi Arabia. Spevak anticipates expanding the Equinox hotel portfolio to approximately a dozen locations globally within the next seven to eight years, with potential sites in the Middle East, the Caribbean, and the United States.
The company’s physical footprint is also expanding, with plans to add 40 new fitness clubs to its existing network of 115 locations. Expansion targets include Nashville, Tennessee. Toronto; Charlotte, North Carolina; and South Florida. Despite already being the largest retailer in New York City by square footage, Equinox continues to invest in its home market.
A key component of the Optimize program is its partnership with Function Health, a lab-testing startup. Members undergo comprehensive biomarker testing – encompassing heart, liver, kidney, metabolic, immune system, cancer markers, and nutrient levels – twice annually. This data informs a personalized fitness, nutrition, and lifestyle plan curated by an Equinox concierge.
The program has already been rolled out in Los Angeles and Dallas, with plans for a launch in New York City. Equinox has also introduced “EQX ARC,” a personalized program specifically designed for women, utilizing diagnostics, wearable technology, and specialized coaching tailored to different life stages. This program, too, has generated significant interest, resulting in its own waiting list.
Beyond membership programs, Equinox is exploring additional revenue streams within the wellness space. The company’s IV-drip lounge at the Equinox Hotel in Hudson Yards has already become a “seven-figure business,” according to Spevak.
While Equinox remains a privately held company and does not publicly disclose its financial results, Spevak reported that was a “record year” for the company, and he expects to be even more successful. He also noted that other high-end consumer companies are actively seeking partnerships with Equinox to leverage its expertise in health and wellness.
“When you think about the economy moving from a product economy to an experience economy, a lot of big consumer companies are saying, ‘Well, how do I continue to serve my consumer and health and wellness, and who do I talk to?’” Spevak said. “There’s truly only one brand that has the authority and the brand equity.”
