Equinox Launches Stand-Alone Boutique Studio In New York


NEW YORK, United States — Premium gym operator Equinox has launched a stand-alone fitness concept designed to penetrate the boutique studio market.

PROJECT by Equinox, which opened in New York earlier this week, is the brand’s first foray into the boutique segment. The ground-level studio, open to both Equinox members and non-members will host sessions priced at $35, available to purchase on a per-class basis.

Positioned as a “creative space for fitness rebels, where the future has no format,” the studio will feature a range of classes including cardio, strength and HIIT, designed specifically by each instructor. “They’re bats–t passionate,” Chloe Heckman, Senior Director of Business Development for Equinox told WWD, of the studio’s elite trainers, including Nike master trainer Kirsty Godso and former Beyoncé backup dancer Traci Copeland. “These guys want to teach you what gets them in the shape that they’re in,” she added.

By recognising the ever-changing nature of the fitness industry and spotting the opportunity to create a space where top talent can collaborate and innovate to create new offerings, Equinox hopes to redefine consumer expectations. In what is now a highly competitive market, reinventing the wheel is becoming increasingly important for boutique operators looking for ways to stand out from the crowd.

PROJECT by Equinox

Image: PROJECT by Equinox

As a creator of and continued leader in the fitness industry, innovation is at the heart of what Equinox stands for, and PROJECT by Equinox is just one example of how the brand is pushing the envelope further when it comes to wellness.

In 2019, Equinox Hotels, a chain of fitness-focused hotels will launch under the Equinox umbrella. Catering exclusively to the high-performance traveler and serving as the ultimate hotel destination with a 360-degree lifestyle experience, the new venture will strengthen Equinox’ position as not just a fitness, but a lifestyle brand.

With the next phase of global growth also in the works, including two new London fitness clubs, for now PROJECT by Equinox has no plans to expand. However, according to the brand, successful formats trialed at the studio could come to life within the existing Equinox portfolio, or become stand-alone concepts of their own.


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