Equinox Fitness SuccessStory
A subsidiary of The Related Companies, Equinox Fitness is a high-end luxury fitness chain headquartered in New York. The plush fitness company owns fitness brands such as Equinox Fitness, PURE Yoga, Blink Fitness and Soul Cycle. It is also known for it’s state-of-art gym facilities and elite clientele.
The fitness world has seen a big revolution over the last decade and Equinox Fitness seems to be at the top of the leaderboard in this space. On September 23rd, 1991, Equinox opened its first fitness center in New York and since then, there has been no looking back. The original owner of Equinox was the Errico Family, but it was bought by The Related Companies in the year 2006 from North Castle Partners and JW Childs Associates.
Equinox Fitness is synonymous with luxury and upscale fitness equipment. The brand tenders an integrated assortment of fitness programs, products and services, to meet the requirements and dynamic routines of its members. It also offers a variety of SPA services, such as massage, facials and other body treatments. Not only this, most of the Equinox centres also sell clothing, juices, health food, and smoothies. It’s latest programs include- “THE PURSUIT” - a technology based cycling experience, “ULTIMATE BARRE” – A ballet inspired fitness technique, “FULLY LOADED” – a break from the linear workout experience, “PRECISION RUNNING” – a treadmill based workout, “BEST BUTT EVER” – a specialized workout to shape the asset and “ROPES AND POWERS” – a total body workout.
Apart from the above mentioned programs, Blink Fitness, a fitness outfit operated by Equinox, aims at making memberships affordable. The membership fee ranges from $20 to $25 and is marketed as a “no-frill’s attached” gym. The gym facilities are pretty basic ranging from weights, machines, showers, mats and so on, in comparison to their high-end brands.
Mergers & Acquisitions
In 2008, Equinox signed a deal with Pure Yoga, a Hong-Kong based company and opened it’s first “Pure Yoga” center in New York.
Later, in 2011, Equinox took over Soul Cycle, a fitness company with 30 locations across the US, and a customer base of more than 20,000 riders, every week. It is also known for its Celebrity cult following. In the same year, Equinox acquired four properties from Sports Club/LA from Millennium Partners Sports Club Management.
Equinox is known for combining technology with fitness and has the latest technology associated with cardio and fitness workouts. Even though with tough competitors in the market, like, The Sports Club Company Inc., Town Sports International Holdings, Inc. and 24 Hour Fitness Worldwide, Inc., the Fitness Studio is gaining popularity across all age and income groups, and is way ahead of the game. It’s tagline – ‘IT’S NOT FITNESS, IT’S LIFE’, has proved to work well with the new age millennial and a fitness-conscious clientele.