The luxury fitness chain Equinox has introduced a new membership called “Optimize by Equinox” which costs $36,000 a year. This membership includes over 100 tests aimed at improving health and extending longevity. The total cost of the membership is $42,000 a year and includes personal training, nutrition coaching, biomarker tracking, and more. The goal of the program is to improve daily physical performance and slow down the aging process. Equinox partnered with Function Health, a health platform that conducts lab tests to help members measure, analyze, and track various health markers in order to achieve personal health goals such as getting leaner, stronger, having more energy, or lowering the rate of aging.
The “Optimize by Equinox” membership offers a comprehensive approach to health and wellness, with a focus on everyday habits to achieve personal goals. The program includes a wide range of tests to measure physical and mental performance, as well as regular nutrition counseling, sleep coaching, personal training, and massages. Members receive about 16 hours per month of individualized attention from health, fitness, and other professionals. Equinox aims to move closer to healthcare by offering more tests and partnering with experts in various fields through its collaboration with Function Health. Despite the high price, there is already a waitlist to join the program, which will initially launch in New York but will eventually be expanded to other cities.
The new membership is aimed at E by Equinox members, which is the highest tier of membership starting at around $500 a month. The cost of the “Optimize by Equinox” membership is $3,000 a month with a minimum commitment of six months. The program offers a team-based approach to health and wellness that is typically only available to professional athletes. Equinox seeks to bring this level of personalized care and services to everyday individuals and high-performing members. By offering a suite of services that focus on improving physical performance, slowing down aging, and enhancing overall health, the company is looking to provide a premium membership option that goes beyond traditional gym services.
The emphasis of the “Optimize by Equinox” membership is on longevity, health, and quality of life. The program is designed to address common issues such as poor sleep, lack of quality exercise, and other bad habits by promoting daily healthy habits that can lead to personal transformations. By committing to a personalized program that aligns with their individual goals, members can work towards achieving a leaner, stronger, more energetic, and slower rate of aging. With a focus on individualized attention, regular testing, coaching, and support from experts in various fields, Equinox is positioning itself as a leader in the luxury fitness market by offering a comprehensive approach to health and wellness.
Equinox’s partnership with Function Health and the introduction of the “Optimize by Equinox” membership represents a shift towards a more holistic and personalized approach to fitness and wellness. By incorporating a wide range of tests, services, and expert guidance, the program aims to provide members with the tools and support they need to optimize their health, physical performance, and overall well-being. The high price of the membership reflects the level of personalized care and attention that members can expect to receive, as well as the exclusive nature of the program. Despite the cost, there is a growing interest in the program, with a waitlist already forming to join this premium offering.
