Equinox Pitches Health As The New Wealth With Latest Initiative

NEW YORK, United States — Up-scale fitness club operator Equinox is pitching health as the the new wealth with the launch of MOVE FOR MINDS, a unique experience encouraging consumers to engage their brains as well as their bodies.

In collaboration with journalist Maria Shriver, the groundbreaking initiative, launching on 21st May, will see participants taking part in physical fitness challenges including the brand’s new workout class ‘The Cut’, a unique, cardio forward boxing class, yoga and guided meditation, while also giving them the chance to hear from the superstars of brain research, fitness, food, nutrition, stress/sleep and caregiving.

Featuring empowered women, men and leading experts who believe funding women’s brain research will help solve the Alzheimer’s epidemic , MOVE FOR MINDS will attempt to  answer the question: Why are so many people getting Alzheimer’s and why are the majority of them women.

“Our members live a high performance lifestyle where they want to keep both their bodies and their minds in the best shape possible,” said Scott Rosen, Chief Operating Officer, Equinox.

“Equinox is committed to bringing Alzheimer’s and brain science out of research labs and hospitals into the clubs.  As leaders in health and wellness, we are honoured to partner with Maria Shriver, the premier advocate in Alzheimer’s advocacy and women’s empowerment, on the MOVE FOR MINDS experience.”

A new direction for the Equinox brand, MOVE FOR MINDS will highlight the undeniable connection between brain health and physical health, while educating engaging and empowering a new generation of advocates.

“A lot of what we do is we’re inspiring community, we’re inspiring experience,” CEO, Harvey Spevak, told Bloomberg in an interview this week.

MOVE FOR MINDS isn’t the type of consumer experience Equinox is known for creating, but by bringing Alzheimer’s and brain-health to the forefront of the Equinox community, it will certainly help to strengthening the brand’s bond with its customers, as well as play on current consumer attitudes positioning health as the new wealth.

Branching out into new realms of wellness is an integral part of Equinox’ future strategy. The business which has grown by almost 20% per annum doesn’t appear to show any signs of slowing down, and with usage at its clubs at an all-time high, the brand is committed to permeating every aspect of its consumer’s lives.

Whether it’s mind, body or travel, Equinox has big plans. “People today want experience,” Spevak,” told Bloomberg, and their willingness to pay for those experiences is helping to propel the brand’s explosive growth.