Upscale fitness brand Equinox has announced plans to open a chain of luxury hotels. The first hotel is to open in New York, with a second planned for Los Angeles by 2019.
Equinox’s latest venture plans to infuse the entire experience with its fitness and wellbeing DNA for its luxury consumer.
“It seems like a hotel extension would be a natural fit... To get top rates, Equinox will have to offer a luxurious property in the most desirable city locations and not just offer a superior gym and healthy treats.” Ryan Meliker, hotel analyst at investment bank MLV & Co.
What Equinox is offering is a continuation of its experience, a one-stop shop where selective travellers can expect to work out and rest in one contained location.
Open to both guests and members, the hotel’s gym will hope to encourage a community spirit among its customers, and create an ‘urban oasis’ where luxury consumers can escape and indulge their fitness fantasies.
Providing a lifestyle experience
While most full-service hotels offer fitness rooms, spas and menus that have a variety of healthy options, a number of brands are doing more.
Starwood Hotels & Resorts Worldwide joined apparel maker New Balance to lend running gear to its guests.
Last year, InterContinental Hotels Group launched a new brand, known as EVEN Hotels, which focuses on health and fitness. Rooms feature ab-toning equipment, pull-up bars and videos with 10- to 20-minute exercise programs. Group runs and spinning classes are also available.
“It’s a deciding factor for me.” Mark Mobius, Franklin Templeton Investments, on good gyms at hotels
“We are appealing to the discriminating consumer who lives an active lifestyle and wants to have that as a hotel experience.” Harvey Spevak, CEO of Equinox
It’s well publicised that the most successful people know they need to mentally and physically push themselves and exercise is good for your career, so this combination of experiences is one to watch out for.