Equinox, the renowned high-end fitness chain, is pushing the boundaries of wellness with its latest offering – a $40,000-per-year membership program called “Optimize by Equinox.” This exclusive program, developed in partnership with lab-test startup Function Health, aims to revolutionize personal health and longevity.
The Optimize program begins with an extensive series of tests, analyzing 100 biomarkers that cover everything from heart and liver health to cancer markers and nutritional status. Equinox then conducts its own fitness assessments, including VO2 max and strength tests. These comprehensive evaluations are repeated biannually to track progress.
Based on these results, members receive a personalized health plan designed by a dedicated team of experts, including a fitness trainer, nutrition coach, sleep coach, and massage therapist. The program offers three 60-minute training sessions weekly, monthly nutrition and sleep coaching sessions, and a monthly massage therapy session, totaling about 16 hours of specialized attention each month.
This program marks Equinox’s significant push into the booming health and wellness market, expanding beyond traditional fitness offerings. The company, which recently secured $1.8 billion in funding, plans to open new clubs in Philadelphia and Los Angeles, adding to its current 107 global locations.
The Optimize program, launching initially in New York City and Highland Park, Texas, comes with a hefty price tag of $3,000 per month for a minimum six-month commitment, not including regular Equinox membership fees. Members will have access to Equinox’s elite “E Clubs,” which offer an even more exclusive gym experience.
Function Health, Equinox’s partner in this venture, brings its expertise in biomarker testing and data analysis. The startup’s mission is to help people live “100 healthy years,” and its partnership with Equinox aims to make that goal a reality.
As Jonathan Swerdlin, co-founder of Function Health, puts it, “Living 100 healthy years doesn’t happen inside a doctor’s office. It happens in your daily decisions and the way you exercise. Equinox really helps close the loop on that.”
This innovative program represents a fusion of cutting-edge health science, luxury fitness, and personalized wellness coaching, targeting affluent individuals who are willing to invest significantly in their long-term health and vitality.
