Equinox, a high-end fitness chain, is launching one of the most expensive gym memberships in the world called “Optimize by Equinox.” Priced at $40,000 per year, this program is designed to improve overall health and longevity by offering a personalized health program that includes personal training, nutrition plans, sleep coaching, and massage therapy. This initiative is part of the growing trend in the wellness industry where various fields such as medicine, biotech, fitness, and nutrition are merging to slow down the effects of aging.
The Optimize program begins with a comprehensive series of tests by Function Health to assess the member’s health status through 100 biomarkers. Equinox complements this with its own fitness tests, including VO2 max, strength, and range of movement. These tests are conducted twice a year to track progress and develop personalized health and fitness plans. A dedicated Equinox “concierge” then brings together all the test results and data to help members design and implement their individualized health and fitness programs.
Optimize members receive a range of services including three 60-minute training sessions per week with a top-level trainer, two half-hour sessions per month with a nutrition coach and sleep coach, as well as one monthly massage therapy session. This results in a total of 16 hours of coaching and training per month. Equinox likens the program to a Formula One setup where members have a dedicated team of experts across various verticals to design a tailored program based on collected data.
Equinox’s move to introduce the Optimize program will be a significant test of their expansion into the broader health and wellness sector. The company recently secured a new $1.8 billion funding round and is planning to open new clubs in Philadelphia and Los Angeles. Equinox has always emphasized the four pillars of longevity: movement, regeneration, nutrition, and community, and now aims to cater to the increasing demand for personalized health and fitness programs among affluent clientele.
The Optimize program is set to launch in New York City and Highland Park, Texas initially, with plans to expand to other states in the future. Members will have access to Equinox’s elite “E Clubs,” which offer a more private gym experience with higher membership fees. Function Health, the lab-test startup partnering with Equinox, has a waitlist of over 200,000 people for its $499 program that tests 100 biomarkers. The collaboration aims to help people live “100 healthy years” by combining personalized data with fitness and health programs provided by Equinox.
With a focus on offering a human-first, luxury service that integrates data and coaching, Equinox’s Optimize program represents a major step in the company’s evolution towards holistic health and wellness services. By combining cutting-edge technology and personalized fitness programs, Equinox aims to provide a comprehensive approach to improving overall health and longevity. Despite the high cost of $40,000 per year, the program reflects a growing trend in the wellness industry where affluent individuals are willing to invest in their health and well-being to live longer, healthier lives.
