What Equinox Fitness does

Equinox Fitness is an American luxury fitness company founded in 1991 and headquartered in New York City. It operates 115+ premium clubs across the United States, Canada, and the United Kingdom, serving affluent individual consumers and corporate employer wellness programs. The core offering is a subscription membership that grants access to club facilities, unlimited signature classes across 13 categories (Boxing, Strength, Cycling, Pilates, Yoga, etc.), luxury amenities (Le Labo products, eucalyptus towels, saunas, steam rooms), and the Equinox Circle partner benefits network.

The product surface spans physical clubs, the EQX+ digital platform (1,000+ hours of live and on-demand classes plus 200+ editorial articles), Equinox Hotels, The Spa at Equinox, and The Shop at Equinox retail. Underpinning all coaching is the proprietary EQX OS — a six-pillar health optimization system covering science-backed research, data collection, engineered results, interdisciplinary programming (movement, nutrition, regeneration), performance visualization, and full health optimization. The Equifit Assessment protocol establishes member baselines that are re-measured every six months, and EQX Optimize (co-developed with Function Health) integrates blood biomarker analysis with elite coaching.

The business model is primarily recurring membership subscriptions (pricing not publicly disclosed but supported by HSA/FSA acceptance), supplemented by Personal Training, Studio Pilates, Spa services, retail sales, corporate memberships, hotel revenue, and digital content. Go-to-market is direct-to-consumer via equinox.com and in-club signups, with corporate partnerships as a secondary channel. The company employs 10,000+ people, operates a wholly-owned subsidiary (EQ Services LLC) for gift card services, and received a $1.8 billion strategic investment led by Sixth Street and Silver Lake in March 2024 to fund new club openings and innovative offerings.

Name

Equinox Fitness

Legal name

Equinox Holdings, Inc.

Website

https://equinox.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Equinox Fitness operates 115+ luxury fitness clubs across the US, Canada, and UK, serving affluent consumers and corporate wellness clients with signature classes, EQX OS-guided coaching, spa services, retail, hotels, and the EQX+ digital platform.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Fitness Membership Subscriptions: Core revenue stream from monthly/annual gym memberships granting access to clubs, unlimited signature classes, locker rooms, and basic amenities. Membership tiers vary by club access level.
2. Personal Training Sessions: 1:1 personal training sessions with EFTI-certified COACHES backed by Health Advisory Board and EQX OS protocol. Sold individually or in packages with volume discounts.
3. Studio Pilates Sessions: Private 1:1 Pilates sessions with certified instructors using authentic Joseph Pilates equipment. Also available as virtual sessions.
4. Spa Services: The Spa at Equinox offers innovative treatments using eucalyptus towels and Le Labo products for cellular rejuvenation.
5. The Shop at Equinox: Retail sales of fitness apparel, accessories, and equipment available in-club and online at shop.equinox.com.
6. Corporate Memberships: B2B corporate partnership memberships offering employee wellness programs with exclusive events and customized coaching programs.
7. Equinox Hotels: Premium hotel brand extending Equinox lifestyle experience to travel. Branded properties include luxury fitness amenities.
8. EQX+ App Digital Content: Digital fitness content platform providing 1,000+ hours of live and on-demand classes, 200+ exclusive articles on movement, nutrition, and regeneration. Includes personalized scheduling and progress tracking.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Equinox Fitness operates a membership-based luxury fitness club chain with 115+ locations in the US, Canada, and UK, offering unlimited signature group fitness classes, 1:1 personal training, studio Pilates, spa services, and luxury amenities under proprietary EQX OS coaching protocols. Members also receive access to the EQX+ digital platform with 1,000+ hours of live and on-demand classes, and benefit from the Equinox Circle partner network spanning dining, travel, and luxury lifestyle brands.

Product overview

Equinox Fitness operates a premium multi-location fitness and wellness business organized as a membership-based platform with a portfolio of interconnected products and sub-brands. The core offering is the Equinox Membership — a club access pass to 115+ luxury fitness locations that includes unlimited Signature Classes (Boxing, Strength, HIIT, Barre, Cycling, Yoga, Dance, Pilates, Swim, and more), use of luxury amenities (saunas, steam rooms, eucalyptus towels, Le Labo products), and access to the Equinox Circle partner benefits program. The digital layer centers on the EQX+ App, which extends in-club access to 1,000+ hours of live and on-demand classes and 200+ articles, with a recommendation engine that learns user habits. Underpinning all coaching is the EQX OS — a proprietary six-pillar data-driven operating system combining Health Advisory Board expertise with coach certifications through the Equinox Fitness Training Institute. New members receive complimentary Equifit Assessments and Personal Training/Pilates sessions to establish baselines tracked through EQX OS. Premium add-ons include 1:1 Personal Training, Precision Run Coaching, EQX Optimize (with Function Health biometric analysis), Studio Pilates, and The Spa at Equinox. Adjacent offerings span Pilates Teacher Training (comprehensive 40-week and Mat certificate paths), Corporate Memberships for B2B partners, The Shop retail, and sub-brands Equinox Hotels and E by Equinox (digital-first tier).

Differentiator

Problem solved

Functional benefit

Brands

• Equinox Hotels: Luxury hotel brand offering fitness-focused accommodations
• The Shop at Equinox
• The Spa at Equinox
• Equinox+ (EQX+)
• E-Clubs

Products and services

• Equinox Membership (Club Access)

Quantifiable outcome

• 1,000+ hours of live and on-demand classes available on EQX+ app
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability6 records

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Function HealthcoreTechnology or IntegrationJoint development of EQX Optimize platform that combines biometric blood analysis with elite training to deliver extraordinary personalized health optimization results.
• OuraminorGTM or Marketing PartnerPartner in Equinox Circle network offering members exclusive benefits and cross-promotion through Oura's health tracking ecosystem.
• BlademinorGTM or Marketing PartnerTechnology-powered air transportation platform partner in Equinox Circle, providing members with premium travel alternatives to congested ground routes.
• ProvenanceminorGTM or Marketing PartnerLuxury meal service partner in Equinox Circle providing members with curated healthy meal programs free of gluten, dairy, and refined sugars.
• BezelminorGTM or Marketing PartnerAuthenticated luxury watch marketplace partner in Equinox Circle, offering members access to high-end watch authentication services.
• DorsiaminorGTM or Marketing PartnerPartner in Equinox Circle network offering members exclusive benefits related to the luxury lifestyle brand.
• IndagareminorGTM or Marketing PartnerLuxury travel partner in Equinox Circle providing members with curated travel experiences and exclusive access.
• StockXminorGTM or Marketing PartnerPartner in Equinox Circle network offering members exclusive benefits in the authenticated sneaker and streetwear marketplace.
• Le LabominorOthersLuxury skincare brand providing exclusive amenities including eucalyptus towels and Le Labo products in locker rooms and spa facilities.

Scale indicators3 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• SoulCycle: Premium boutique indoor cycling brand previously owned by Equinox Group. Targets the same affluent urban consumer with premium-priced, single-modality group fitness; competes directly for share of wallet and discretionary fitness spend.
• Barry's: Global boutique fitness brand combining high-intensity interval training with premium hospitality and amenities. Directly competes for Equinox's affluent, time-pressed professional target customer with high-touch, premium-priced group fitness.
• Life Time Fitness: Premium multi-location fitness club operator in North America offering group fitness, personal training, spas, and digital content. Closest direct public-market comparable given similar premium positioning, club-based model, and membership-driven economics.
• Orangetheory Fitness: Premium-tier boutique fitness franchise with global footprint. Targets similar time-pressed professional demographic with a structured, technology-enabled group training experience at premium price points.

Broad incumbents

• Gold's Gym: Established multi-location fitness franchise brand with global presence. Comparable in scale and multi-modality offering, though positioned slightly below Equinox on premium pricing and luxury amenities.
• Planet Fitness: Mass-market low-cost gym operator with thousands of franchise locations. Represents the value end of the fitness market and competes for entry-level consumers who might otherwise trade up; relevant for category sizing and competitive context.
• Peloton Interactive: Connected fitness platform offering premium content, hardware, and a digital subscription. While distribution model differs (digital-first), Peloton competes with Equinox for both share of consumer fitness spend and the corporate wellness channel.
• Crunch Fitness: Mid-market fitness chain operating franchise and corporate locations across the US. Competes for the broader fitness consumer with a value-to-mid-premium positioning between Planet Fitness and Equinox.

Emerging players

• SoulCycle (under Equinox history) / Equinox Hotels competitor: Aman Resorts: Ultra-luxury hospitality brand with integrated wellness and fitness programming. Comparable to Equinox Hotels for the high-end wellness-hospitality intersection where premium travelers seek full-service luxury fitness as part of their stay.
• Apple Fitness+: Apple's subscription fitness service integrated into Apple Watch ecosystem. Competes with EQX+ for digital premium content share; targets the same health-conscious affluent consumer with deep integration into consumer hardware.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Equinox
• YouTubeyoutube.com/user/equinox
• Facebookfacebook.com/Equinox
• Instagraminstagram.com/equinox
• LinkedInlinkedin.com/company/163664

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds5 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments5 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Equinox Fitness