A former Four Seasons Hotels executive has been tapped as CEO of Equinox Holdings Inc.’s new hotel brand, according to the company.
Christopher Norton will head the high-end lodging brand starting this fall. Equinox announced in 2015 that it planned to create a luxury hotel brand. Its first location is scheduled to open on Manhattan’s west side by early 2019. Costing $2 billion, the hotel will have 225 rooms, indoor and outdoor swimming pools, and a 60,000-square-foot club, according to the Wall Street Journal.
A Los Angeles hotel is scheduled to follow in 2020.
Equinox has yet to announce a name for the hotel brand.
Norton will oversee all facets of Equinox's luxury hospitality business, which will cater to “high-performance travelers,” according to a media release from the company. Norton brings to Equinox more than 28 years of industry experience with Four Seasons, where he oversaw global hotel operations as COO and president, global product.
"The Equinox philosophy of achieving a balanced life resonated with me both personally and professionally," Norton told a Texas TV station in an August report on its website. "Designing premiere guest experiences with holistic health in mind is already an inherent part of my DNA, and I see tremendous opportunity for the Equinox brand to redesign the luxury consumer experience in hospitality."
Norton joins Josh Wyatt, who in June was named as president of Equinox's hotel brand. Tasked with leading all facets of Equinox’s hospitality brand, Wyatt will oversee brand real estate operations, execute future growth strategy and manage guest experience across the portfolio.
Wyatt previously served as partner and senior advisor at Patron Capital, where he created the company’s hospitality and leisure practice. Concurrent to his role with Patron, Wyatt was the co-owner and chief strategic officer at Generator Hostels, where he expanded the concept to 10 countries, managing real estate, design and brand voice for all properties.
With the aim of opening 50 to 75 hotels worldwide, Equinox plans to give its hotels the same upscale experience its gyms provide, according to the company. Property developer Related Cos., the majority owner of Equinox, told the Wall Street Journal that it is investing or raising “several billions of dollars” toward sites for more Equinox hotels.