Equinox
Equinox is a privately held luxury fitness and lifestyle brand operating 115+ premium clubs worldwide. It sells subscriptions ($225/month to $40,000/year) spanning fitness, digital content, hotels, and clinical health optimization, targeting affluent consumers and corporate wellness clients via direct-to-consumer and enterprise channels.
- Company typePrivate
- Founded1997
- HeadquartersNew York, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Equinox does
Equinox is a privately held luxury fitness and experiential lifestyle brand that operates 115+ premium fitness clubs globally with 40 additional locations planned. Founded in 1991 (firmographics) / 1997 (company history) and headquartered in New York City, Equinox serves affluent individual consumers and corporate wellness clients through a direct-to-consumer model supplemented by enterprise sales. The core club offering bundles Signature Classes, EFTI-certified Personal Training, Studio Pilates, and Spa services in award-winning facilities with Le Labo amenities, while the Equinox+ digital platform extends 1,000+ hours of live and on-demand content beyond physical locations.
Equinox's business model is overwhelmingly subscription-based, with membership tiers ranging from $225/month for basic access to $40,000/year for the flagship Optimize program, which includes personal training, nutrition coaching, sleep coaching, massage therapy, and bi-annual biomarker testing with approximately 100 markers. The Optimize program has a waitlist exceeding 1,000 people, signaling demand for high-end longevity services. Ancillary revenue streams include Equinox Hotels (rooms priced near $2,000/night with AI-powered biometric mattresses), corporate membership programs, and retail. The company has expanded its addressable market through HSA/FSA payment integration via Flex and clinical diagnostics via Function Health, while adding women's health programming through EXQ ARC and a Women's Health Advisory Board.
The company is backed by institutional investors including Sixth Street, Silver Lake, and L Catterton, who supplied $1.8 billion in March 2024 to fund expansion. Sub-brands include Equinox Hotels, Equinox+, and EQX ARC. Equinox has 10,000+ employees and is led by Executive Chairman Harvey Spevak, who characterized 2025 as a "record year" financially. The company faces some regulatory friction in New York regarding gym membership cancellation practices.
Equinox firmographics
Firmographics- Name
- Equinox
- Legal name
- Equinox Fitness, LLC
- Website
- https://equinox.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Equinox is a privately held luxury fitness and lifestyle brand operating 115+ premium clubs worldwide. It sells subscriptions ($225/month to $40,000/year) spanning fitness, digital content, hotels, and clinical health optimization, targeting affluent consumers and corporate wellness clients via direct-to-consumer and enterprise channels.
- Ownership category
- akta.pro rank
Where Equinox is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices8 records
Markets served
Equinox business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Membership Subscriptions: Primary revenue stream from gym memberships ranging from $225/month for basic membership to $40,000/year for exclusive Optimize program bundling personal training, nutrition coaching, sleep coaching, massage therapy, and biomarker testing. The company operates 115+ clubs worldwide with 40 additional locations planned.
- Personal Training Services: EFTI-certified personal training delivered in 1:1 sessions, representing a premium add-on service to base memberships.
- Optimize Premium Membership: $40,000/year exclusive membership program bundling personal training, nutrition coaching, sleep coaching, massage therapy, and bi-annual biomarker testing with approximately 100 biomarkers. Currently serving Los Angeles and Dallas markets with waitlist exceeding 1,000 people.
- Spa and Recovery Services: The Spa at Equinox offers innovative treatments for cellular rejuvenation, complementing the fitness experience with recovery and regeneration services.
- Equinox Hotels: Luxury hotel accommodations with sleep-optimized rooms featuring AI-powered biometric mattresses and contrast therapy, charging nearly $2,000 per night for the sleep tourism experience.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Basic Membership |
| Subscription | Annual | Optimize Membership - Premium Tier |
| Subscription | Annual | Corporate Memberships |
| Subscription | Pay-as-you-go | Equinox Hotels Sleep Tourism |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Equinox product offering
Product offeringCore offering
Equinox operates 115+ premium fitness clubs worldwide offering unlimited Signature Classes, EFTI-certified 1:1 Personal Training, Studio Pilates, and The Spa at Equinox. The portfolio extends into the Equinox+ digital platform with 1,000+ hours of live and on-demand classes, the exclusive $40,000/year Optimize longevity membership with biomarker testing, and Equinox Hotels featuring AI-powered biometric sleep-optimized rooms.
Product overview
Equinox operates as a luxury experiential fitness and lifestyle brand offering a platform-plus-modules architecture. The core offering centers on 115+ premium fitness clubs providing Signature Classes, Personal Training, Studio Pilates, and Spa services, augmented by the Equinox+ digital platform for 1,000+ hours of live and on-demand content. Premium tiers include the $40,000/year Optimize Membership with biomarker testing, while the EXQ ARC program addresses women's health. The brand extends into hospitality via Equinox Hotels featuring AI-powered sleep optimization, and offers HSA/FSA payment integration through Flex. The ecosystem integrates clinical diagnostics via Function Health partnerships, positioning Equinox as a comprehensive high-performance lifestyle platform rather than a traditional gym chain.
Differentiator
Problem solved
Functional benefit
Brands
- Equinox Hotels: Luxury hotel brand featuring sleep-optimized rooms with AI-powered biometric mattresses and contrast therapy, with nightly rates approaching $2,000.
- Equinox+
- EQX ARC
Products and services
- Equinox Club Membership Standard fitness club membership providing access to 115+ premium clubs globally, unlimited Signature Classes, locker rooms, saunas, steam rooms with Le Labo products. Priced at $225/month at the basic tier.
- Equinox+ Digital Platform Digital fitness subscription providing exclusive access to 1,000+ hours of live and on-demand workout classes via mobile app, extending the Equinox experience beyond physical club locations.
- Optimize Premium Membership Ultra-premium $40,000/year longevity-focused membership bundling personal training, nutrition coaching, sleep coaching, massage therapy, and bi-annual biomarker testing with ~100 biomarkers for executive health optimization.
- Signature Classes Unlimited group fitness classes exclusive to Equinox members, designed for individual needs and powered by collective energy, featuring new and innovative class formats.
- Personal Training Precision-backed 1:1 personal training sessions with EFTI-certified coaches dedicated to maximizing member potential through individualized fitness programming.
- Studio Pilates Studio Pilates sessions with 1:1 instruction designed to tone core muscles and activate the mind-body connection.
- The Spa at Equinox Spa services featuring innovative treatments designed to rejuvenate the body at a cellular level, providing recovery and regeneration services.
- Equinox Hotels Luxury hotel accommodations featuring sleep-optimized rooms with AI-powered biometric mattresses and contrast therapy, charging nearly $2,000 per night for sleep tourism experiences.
- EXQ ARC Women's Health Program Personalized women's health and performance program integrating biological data, biomarker analysis, and personalized programming focused on longevity and women's wellness across all life stages.
- Corporate Membership Program Enterprise-focused membership program enabling companies to provide employee wellness benefits through Equinox club access, with HSA/FSA payment eligibility via the Flex partnership.
- Function Health Diagnostic Access Diagnostic testing offering providing Equinox members access to Function Health's at-home diagnostic testing platform with 60+ advanced lab tests at $249/year (down from $365 standard), including women's health hormone panels.
- KILOGEAR Precision Vest Next-generation wearable resistance training system co-developed with KILOGEAR using MICRO Load methodology with precision-placed weights designed to enhance muscle activation, calorie burn, and endurance.
Quantifiable outcome
- 30% increase in Gen Z gym spending vs prior year
- +3 more outcomes
Companies that use Equinox
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
Equinox technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability4 records
Feature5 records
Equinox partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- SalesforcecoreEquinox Group is an early adopter of Salesforce Agentforce Operations, an AI-powered platform that automates back-office workflows including inventory management, employee onboarding, and compliance processes. The platform is expected to deliver operational gains without adding headcount.
- FUZE TechnologyminorEquinox is a brand partner in FUZE Technology's Member Benefit platform, which extends loyalty and membership programs into real-world experiences at live events including Lollapalooza, Austin City Limits, Ryder Cup, and Outside Lands.
- FlexcoreFlex partnership enables Equinox members to use tax-free HSA and FSA healthcare funds for select memberships, personal training, recovery experiences, and women's health programs. This marks the first time Equinox has enabled HSA/FSA eligibility, leveraging Flex's compliance and payment infrastructure to connect an estimated $150 billion in available HSA/FSA funds nationwide with premium wellness services.
- Function HealthcoreExpanded partnership to provide all Equinox members access to Function's at-home diagnostic testing platform for $249/year (down from $365 standard price), including joint Women's Health and Performance Initiative with clinical-grade diagnostics and hormone panels tailored to women's physiological needs. Function Health raised $298 million in Series B funding at $2.5 billion valuation.
- KILOGEARcoreCo-developed the Precision Vest, a next-generation wearable resistance training system using MICRO Load methodology with precision-placed weights. The product is available online at Equinox.com and at select Equinox locations with exclusive demo classes.
Scale indicators8 records
Recent moves9 records
Expansion highlights8 records
Equinox competitors and assessment
Company assessmentBroad incumbents
- Crunch Fitness: Large, established multi-tier gym chain offering mass-premium fitness across hundreds of US locations. Operates in the same broad fitness industry with overlapping member demographics, but at lower price points than Equinox.
Direct peers
- Barry's Bootcamp: Premium boutique fitness brand offering high-intensity group training in design-forward studios to an affluent, similar demographic. Competes head-to-head with Equinox for the same member wallet and embodies the boutique-premium positioning Equinox defends against.
- Peloton: Connected fitness platform with premium subscriptions and content library; directly competes with Equinox+ and targets affluent consumers investing in at-home premium fitness, overlapping with Equinox's digital value proposition.
- Life Time Fitness: Largest publicly traded premium multi-club fitness operator in North America with ~$2.5B+ revenue and similar full-service, amenity-rich model (clubs, training, spa, family programming). Comparable in scale and membership-tier structure, making it the most direct valuation and operating benchmark for Equinox.
- KX (KXU): Ultra-premium members-only fitness and wellness club in London competing for the same HNW demographic as Equinox's UK clubs. Direct head-to-head competitor cited in Equinox's market intelligence.
- Third Space: London-based luxury fitness club operator with multi-floor, amenity-rich facilities and a comparable premium member tier. Directly named as a UK competitor to Equinox in the company's own data.
Emerging players
- Remedy Place: Newer premium 'social wellness club' concept focused on recovery, longevity, and IV therapy in design-led spaces. Targets the same affluent wellness-driven demographic Equinox is now chasing with EXQ ARC and Optimize.
- Apple Fitness+: Premium subscription digital fitness service with structured trainer-led classes. Competes with Equinox+ for digital share of affluent consumer attention, though without a physical-club ecosystem.
Others
- 1 Hotels: Lifestyle hospitality brand emphasizing wellness, sustainability and design at premium price points. Closest comparable for Equinox Hotels given shared luxury-lifestyle positioning, even though 1 Hotels is not a fitness operator.
Regional players
- Fitness First: International premium gym operator with strong presence across Europe and Asia. Comparable premium-club operating model and tiered memberships, primarily serving geographies outside the US where Equinox has limited presence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Equinox social profiles
Digital presenceEquinox financial estimates
Financial estimateRevenue estimate
Valuation estimate
Equinox leadership team
Management profileNumber of profiles
Profiles2 records
Equinox subsidiaries and ownership
Company hierarchySubsidiaries3 records
Equinox funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Equinox M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Equinox
What does Equinox do?
Equinox operates 115+ premium fitness clubs worldwide offering unlimited Signature Classes, EFTI-certified 1:1 Personal Training, Studio Pilates, and The Spa at Equinox. The portfolio extends into the Equinox+ digital platform with 1,000+ hours of live and on-demand classes, the exclusive $40,000/year Optimize longevity membership with biomarker testing, and Equinox Hotels featuring AI-powered biometric sleep-optimized rooms.
Is Equinox a public or private company?
Equinox is a private company. It is classified as private equity controlled and is currently operating.
When was Equinox founded?
Equinox was founded in 1997. It employs 5,001 to 10,000 people.
Where is Equinox based?
Equinox is headquartered in New York, United States, in the North America region.
How does Equinox make money?
Five revenue lines are on record. Membership Subscriptions are the primary driver. The others are personal Training Services, optimize Premium Membership, spa and Recovery Services and equinox Hotels.
Who are Equinox's main competitors?
Crunch Fitness is listed as a broad incumbent. Direct peers are Barry's Bootcamp, Peloton, Life Time Fitness, KX (KXU) and Third Space. Emerging players are Remedy Place and Apple Fitness+. 1 Hotels is listed as an others. Fitness First is listed as a regional player.
Does Equinox have an API?
No public API is recorded for Equinox.