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The luxury fitness operator is bringing its wellness philosophy beyond the gym with a four-day event featuring recovery, yoga and meditation
Equinox is taking its luxury wellness experience outside the gym, partnering with American Express on an exclusive four-day event in New York City centered on movement, recovery and emotional well-being.
Called House of Equinox, the immersive experience will run Nov. 12-15 at Thirty-Five Off Madison in Manhattan, offering American Express Platinum and Centurion cardholders access to guided recovery sessions, yoga, meditation and other wellness activities.
The event is designed around Equinox’s recently introduced “Aliveness” philosophy, which emphasizes physical energy, emotional vitality and human connection alongside traditional measures of fitness and health.
“At Equinox, we’ve always believed that living well is about more than physical performance,” said Parinda Muley, senior vice president, chief of staff and strategic partnerships at Equinox. “It’s about how you feel, the energy you bring to each day, and the experiences that make you feel truly alive.”
House of Equinox will feature three distinct experiences.
The first focuses on physical recovery, offering guided soft tissue techniques and muscle recovery tools from Hyperice. The second features yoga in a eucalyptus-inspired environment, while the third combines sound bowl meditation with pulsed electromagnetic field (PEMF) red-light mats.
The event builds on Equinox’s recently introduced Aliveness Index, research examining the factors that contribute to people’s sense of well-being beyond physical performance and health metrics.
The event comes during a busy stretch for Equinox, which earlier this week named former Anheuser-Busch CEO Brendan Whitworth as its new CEO, succeeding longtime leader Harvey Spevak, who is moving to chairman.
The leadership change coincides with a major refinancing that gives Equinox more than $1 billion in capital earmarked for new club openings, upgrades and other growth initiatives.
Equinox currently operates 118 clubs across 18 major markets and has approximately 50 additional locations in its development pipeline.
The company is also preparing to open Equinox Terminal Warehouse in Manhattan’s West Chelsea neighborhood on Nov. 10, a high-performance club featuring Hyrox-style training and reformer Pilates classes.
The luxury fitness operator is bringing its wellness philosophy beyond the gym with a four-day event featuring recovery, yoga and meditation Equinox is taking its…
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