Equinox executives have called the health club company's E by Equinox concept its most comprehensive and luxurious club offering to date, and its pricing model doesn't shy from those claims.
The initiation fee and first month's dues at Equinox's new stand-alone Manhattan club, E Madison Avenue, will cost new members approximately $1,250.
E Madison Avenue opened Dec. 10 on East 85th Street in New York City and is the second stand-alone club in the New York-based company's E by Equinox portfolio. The first E by Equinox stand-alone location opened in late 2017 in London's St. James's district. (Get an inside tour of the London location here.) Prior to the stand-alone locations, E by Equinox had been included only within Equinox clubs, including its Equinox Columbus Circle club in Manhattan and the Equinox Sports Club San Francisco.
The new Manhattan location spans a 14,000-square-foot townhouse space and features physical therapy, nutrition counseling and Equinox's signature Tier X lifestyle coaching, as well as a private Pilates studio, posh locker rooms and a full spa.
“E by Equinox represents our most holistic offering ever,” Harvey Spevak, Equinox's executive chairman and managing partner, recently told the New York Post. “It was born out of demand from our members for an even greater personalized lifestyle experience in a more residential environment.”
E Madison Avenue typically charges a $750 initiation fee, $500 per month dues, $130 per training session and up to $2,500 for multi-month service packages.
Recovery services are offered to members in-house via kinesiology taping, cupping therapy and Hypervolt treatment, according to the club’s website. Members can also take advantage of the club’s organic cafe, which offers personalized refueling options after workouts.
Additional amenities include valet parking, heated floors, USB-compatible lockers and complimentary laundry services.
E by Equinox continues the company’s trend of diversifying its business. In July, Equinox announced it is developing a talent management practice for trainers in partnership with subsidiary company SoulCycle and talent agency William Morris Endeavor (WME).
Equinox also plans to open hotel concepts in New York and Los Angeles starting in 2019.
In other news, Equinox CEO Niki Leondakis departed the company in July 2018. She initally joined Equinox in April 2017, after previously working as CEO of hotels and resorts for Colorado-based Two Roads Hospitality. Equinox is currently operating under an "office of the CEO," which consists of President Scott Rosen, COO Jud Turchin and Spevak, according to a report by Bloomberg.
Equinox ranked No. 4 on Club Industry's Top 100 Health Clubs of 2018 list with $1.3 billion in 2017 revenue.