Fitness Brand Equinox to Open it’s First Hotel in New York

Main Photo: The new company’s ambassador – Naomi Campbell

Date: April 2019

Location: Hudson Yards, West Side New York, NY, USA

Name: Equinox New York – opening June 2019

No. of Keys: 212

Seller: TBA

Buyer: Equinox, which was founded in 1991 as a health club operator, has announced their first hotel in New York.

Equinox Fitness is an American luxury fitness company which operates several separate fitness brands: Equinox, PURE Yoga, Blink Fitness, and SoulCycle. Within Equinox’s portfolio of brands, there are more than 135 locations within major cities across the United States in addition to London, Toronto, and Vancouver. The parent company is The Related Companies, headed up by Harvey Spevak.

“Health is the new wealth and this new generation is more interested in an experience.” Says Christopher Norton, chief executive. He joined the business three years ago from Four Seasons Hotels and Resorts along with Josh Wyatt now President (ex Capital). This verbatim summarises fairly well the Equinox concept. First a luxury fitness brand but also a global vision of health with a magazine, a strong brand image and a will of remaining exclusive.

This vision shows up in the hotel concept, with the brand choosing Naomi Campbel as their ambassador. CEO Chris Norton adds “As Equinox consumers look for more, they want a hub and a community where the experience goes beyond a club but taps into a lifestyle that supports all elements of living a high-performance life, from sleep, to food, to creative and the experiential.”

Each room is a temple to total regeneration! (their words not ours). Wind down or wake up by streaming a series of stretches from your in-room media library. Choose from AM and PM rituals designed to get you moving in the morning, to take on your day with renewed focus, or to promote a more restful night’s sleep.

They also got excited when describing their food & drink offering….it excites, indulges and restores in equal measure, never restrictive, but always thoughtful. The menu features seasonal ingredients and a 24 hour beverage and cocktail program designed around health-building elixirs, while giving the classics their due.

A customisable in-room RoomBar experience will transform the mini bar as we know it. Our innovative approach to Room Service captures everything from high-performance breakfasts and nourishing dinners to our special sleep-promoting and after-hours menus!!

The 212 rooms property launches the brand with the opening of 4 more properties scheduled by 2022 in the USA : Seattle in 2019, Houston and Los Angeles in 2021 and Chicago in 2022. The brand may enter the UK starting by London.

THPT Comment: Well if hotels produce ever-better gyms, spas and health clubs, it was inevitable that the reverse would happen!

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