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Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

features

Fitness: Equal measures

On-trend fitness brand Equinox opens its first hotel in New York – and has taken spa just as seriously as it does its workouts. We take a closer look at the ever-so-cool concept

Published in Spa Business 2019 issue 3
 the hotel burst onto the scene mid-July
the hotel burst onto the scene mid-July

Equinox is known for its empire of 100 cooler-than-cool fitness clubs around the world, which attract a hip, high-profile clientele. So there was a flurry of excitement when the on-trend brand announced its intention to create a hotel.

Equinox Hotel at 35 Hudson Yards in New York City burst onto the scene mid-July, complete with a 60,000sq ft gym (naturally) with indoor and outdoor pools, a SoulCycle studio, a gourmet restaurant and a 27,000sq ft spa to cater for guests staying in its 200-plus bedrooms and members – who reportedly include the likes of Kanye West and the Kardashians. Rooms start at around US$700 (€541, £495) a night.

Workouts are obviously par for the course, and up to 135 weekly classes are on offer, as well as 100 personal trainers. But while staying at the hotel, Equinox is encouraging guests to rest with a number of in-room amenities focused on sleep health. CEO Christopher Norton, known previously for managing Four Seasons hotels and heading up its Spa Task Force (see SB10/4 p20), told The New York Times: “A lot of hotels are trying to get into wellness-fitness, but we’re the only fitness company going into hotels at this scale. They’re putting treadmills in rooms, pull-up bars in bathrooms, but we believe that fitness happens in the club and the room is for regeneration.”

Carefully considered spa
It’s a thoughtful approach for the brand. And, at first glance, it’s difficult not to be impressed by its carefully curated hotel spa concept either. Industry consultant Tracy Lee, who was hired by Equinox to develop the offering, says: “Equinox is committed to ensuring its spas are on an equal footing with its core competency of fitness and lifestyle, and that every aspect of the spa experience is as carefully considered as its gyms”.

Lee would perhaps be forgiven for building a concept on the back of its successful gym spas, which are present in over 80 Equinox fitness clubs and were once overseen by industry figure Amanda Al-Masri (see SB17/3 p40). Yet she insists this most definitely was not the case. “Creating an experience that strongly differentiated the Equinox hotel spas from the Equinox gym spas was a central focus of our effort,” she says. “This is not a pampering spa, but a results-oriented experience that is focused on the best in bodywork and skincare with recovery, regeneration and mental wellbeing embedded throughout.”

Results-driven
Equinox is looking to “redefine the art and science of regeneration” with its new hotel spa. The stylish grey, yet inviting, interiors are the work of Joyce Wang, who’s making a name for herself in hospitality circles with operators such as Mandarin Oriental. Facilities include E.scape relaxation pods, an infrared sauna, saltwater lap pool, hot and cold plunges and a number of treatment rooms.
Drawing from deep tissue, craniosacral, Thai, shiatsu, reflexology and breathwork, a selection of massage and bodywork sessions have been created to “promote proper body alignment and energy balance… to achieve peak performance”. The signature E.Massage costs US$245 (€221, £202) for a fully customised 60 minutes, or US$335 (€302, £276) for 90 minutes.

Meanwhile, signature facials have been developed by celebrity therapist Thuyen Nguyen and dermatologist Dr Macrene Alexiades. Nguyen is the man behind FaceXercise, a rejuvenating ‘facial workout’ where speedy, yet precise, manual massage and lymph drainage techniques are used for an instant lift and to boost muscle tone. Prices start at US$296 (€267, £244) for 60 minutes, but for an extra US$100 or more, guests can pay for the creator himself to perform the treatment.

Menu innovations
Other menu innovations include what Equinox refers to as quantum harmonics – a sound therapy session on Gharieni’s Spa Wave table, which uses computer-controlled acoustic and vibrational therapy to train the brain to relax. It’s said to help “achieve the equivalent of three hours sleep in 30 minutes”. There’s also targeted cryotherapy to reduce cellulite, as well as nutrient and vitamin IV drips to help fight fatigue, recover from a workout or kick-start fat burning.

Some of these are offered as “add-on amplifiers”, which feature heavily throughout the menu. A 30-minute quantum harmonics session costs US$60 (€54, £49), for example, while a 15-minute cryo spot session is US$65 (€59, £54). Other treatments are combined for “integrated circuits”, such as the 90-minute Best Face Forward – which includes a FaceXercise Ultimate Facial; micro jet technology to exfoliate, oxygenate and infuse the skin with nutrients; and LED light therapy to promote cellular healing and boost collagen production – priced at US$660 (€595, £544).

Lee concludes: “I’m a fitness enthusiast and Equinox is a brand that suits me personally in life and travel. I want to stay in places that rank health and wellbeing at the same level of importance as all other hospitality elements. Equinox Hotels is doing that. It’s offering a full integration of health, fitness, whole mind and body wellness, where the spa is not approached with an à la carte mentality.”

She confirms her consultancy, TLee Spas, is currently working on the next Equinox Hotel in Los Angeles. And the group itself says additional hotels are planned in Santa Clara, Seattle, Chicago and Houston over the next four years.

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Tracy Lee developed the new spa concept; the hotel burst onto the scene mid-July
Tracy Lee developed the new spa concept; the hotel burst onto the scene mid-July
Rooms are around US$700 a night
Rooms are around US$700 a night
the uber cool fitness brand already runs gym spas
the uber cool fitness brand already runs gym spas
Equinox Hotels CEO Christopher Norton says it’s “the only fitness company going into hotels at this scale”
Equinox Hotels CEO Christopher Norton says it’s “the only fitness company going into hotels at this scale”
Equinox clubs
Equinox clubs
The stylish, grey spa interiors are by Joyce Wang who’s worked on previous Equinox clubs
The stylish, grey spa interiors are by Joyce Wang who’s worked on previous Equinox clubs
Celebrity therapist
Thuyen Nguyen provides 
a ‘facial workout’
Celebrity therapist Thuyen Nguyen provides a ‘facial workout’
Menu innovations include ‘quantum harmonics’ – a sound therapy session on Gharieni’s Spa Wave table
Menu innovations include ‘quantum harmonics’ – a sound therapy session on Gharieni’s Spa Wave table
https://www.leisureopportunities.co.uk/images/imagesX/184199_548333.jpg
Uber cool fitness brand Equinox opens its first hotel in New York – and takes spa just as seriously as its workouts
Tracy Lee, Christopher Norton, CEO, Equinox Hotels Joyce Wang, Designer Thuyen Nguyen, Celebrity therapist,Equinox Hotel, hotel spa, gym spa, fitness spa, spa fitness, Christopher Norton, Joyce Wang, Thuyen Nguyen, Celebrity therapist
People
People in Club V trust me and I want to do the best for them and help them progress
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The future of our industry is as a ‘national health service’ – we can’t dance around these conversations – if we’re serious about being closer to health agencies, that needs change and commitment
People
We have a period of lead generation before we allow anyone to join. We build the excitement up to a specific launch time and date, much like the ticketing model for concerts
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Opinion
promotion
Our world has changed since March and together, we are learning and adapting to how this sector can continue to thrive in this COVID conscious world.
Opinion: Why fitness clubs and facilities need to evolve in a COVID-conscious world
Opinion
promotion
In a post-Covid world, member experience is more important than ever before. Your customers’ expectations have been heightened as the coronavirus continues to dominate our everyday lives.
Opinion: Why member experience is more important now than ever before
Featured supplier news
Featured supplier: Ritz Carlton co-founder joins Frontline Summit 2020 as keynote speaker
Frontline work has never been more important and frontline workers are the largest class of workers on the planet, as well as the most impactful group on the experience customers get.
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Click on a catalogue to view it online
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Property & Tenders
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03-06 Nov 2020
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features

Fitness: Equal measures

On-trend fitness brand Equinox opens its first hotel in New York – and has taken spa just as seriously as it does its workouts. We take a closer look at the ever-so-cool concept

Published in Spa Business 2019 issue 3
 the hotel burst onto the scene mid-July
the hotel burst onto the scene mid-July

Equinox is known for its empire of 100 cooler-than-cool fitness clubs around the world, which attract a hip, high-profile clientele. So there was a flurry of excitement when the on-trend brand announced its intention to create a hotel.

Equinox Hotel at 35 Hudson Yards in New York City burst onto the scene mid-July, complete with a 60,000sq ft gym (naturally) with indoor and outdoor pools, a SoulCycle studio, a gourmet restaurant and a 27,000sq ft spa to cater for guests staying in its 200-plus bedrooms and members – who reportedly include the likes of Kanye West and the Kardashians. Rooms start at around US$700 (€541, £495) a night.

Workouts are obviously par for the course, and up to 135 weekly classes are on offer, as well as 100 personal trainers. But while staying at the hotel, Equinox is encouraging guests to rest with a number of in-room amenities focused on sleep health. CEO Christopher Norton, known previously for managing Four Seasons hotels and heading up its Spa Task Force (see SB10/4 p20), told The New York Times: “A lot of hotels are trying to get into wellness-fitness, but we’re the only fitness company going into hotels at this scale. They’re putting treadmills in rooms, pull-up bars in bathrooms, but we believe that fitness happens in the club and the room is for regeneration.”

Carefully considered spa
It’s a thoughtful approach for the brand. And, at first glance, it’s difficult not to be impressed by its carefully curated hotel spa concept either. Industry consultant Tracy Lee, who was hired by Equinox to develop the offering, says: “Equinox is committed to ensuring its spas are on an equal footing with its core competency of fitness and lifestyle, and that every aspect of the spa experience is as carefully considered as its gyms”.

Lee would perhaps be forgiven for building a concept on the back of its successful gym spas, which are present in over 80 Equinox fitness clubs and were once overseen by industry figure Amanda Al-Masri (see SB17/3 p40). Yet she insists this most definitely was not the case. “Creating an experience that strongly differentiated the Equinox hotel spas from the Equinox gym spas was a central focus of our effort,” she says. “This is not a pampering spa, but a results-oriented experience that is focused on the best in bodywork and skincare with recovery, regeneration and mental wellbeing embedded throughout.”

Results-driven
Equinox is looking to “redefine the art and science of regeneration” with its new hotel spa. The stylish grey, yet inviting, interiors are the work of Joyce Wang, who’s making a name for herself in hospitality circles with operators such as Mandarin Oriental. Facilities include E.scape relaxation pods, an infrared sauna, saltwater lap pool, hot and cold plunges and a number of treatment rooms.
Drawing from deep tissue, craniosacral, Thai, shiatsu, reflexology and breathwork, a selection of massage and bodywork sessions have been created to “promote proper body alignment and energy balance… to achieve peak performance”. The signature E.Massage costs US$245 (€221, £202) for a fully customised 60 minutes, or US$335 (€302, £276) for 90 minutes.

Meanwhile, signature facials have been developed by celebrity therapist Thuyen Nguyen and dermatologist Dr Macrene Alexiades. Nguyen is the man behind FaceXercise, a rejuvenating ‘facial workout’ where speedy, yet precise, manual massage and lymph drainage techniques are used for an instant lift and to boost muscle tone. Prices start at US$296 (€267, £244) for 60 minutes, but for an extra US$100 or more, guests can pay for the creator himself to perform the treatment.

Menu innovations
Other menu innovations include what Equinox refers to as quantum harmonics – a sound therapy session on Gharieni’s Spa Wave table, which uses computer-controlled acoustic and vibrational therapy to train the brain to relax. It’s said to help “achieve the equivalent of three hours sleep in 30 minutes”. There’s also targeted cryotherapy to reduce cellulite, as well as nutrient and vitamin IV drips to help fight fatigue, recover from a workout or kick-start fat burning.

Some of these are offered as “add-on amplifiers”, which feature heavily throughout the menu. A 30-minute quantum harmonics session costs US$60 (€54, £49), for example, while a 15-minute cryo spot session is US$65 (€59, £54). Other treatments are combined for “integrated circuits”, such as the 90-minute Best Face Forward – which includes a FaceXercise Ultimate Facial; micro jet technology to exfoliate, oxygenate and infuse the skin with nutrients; and LED light therapy to promote cellular healing and boost collagen production – priced at US$660 (€595, £544).

Lee concludes: “I’m a fitness enthusiast and Equinox is a brand that suits me personally in life and travel. I want to stay in places that rank health and wellbeing at the same level of importance as all other hospitality elements. Equinox Hotels is doing that. It’s offering a full integration of health, fitness, whole mind and body wellness, where the spa is not approached with an à la carte mentality.”

She confirms her consultancy, TLee Spas, is currently working on the next Equinox Hotel in Los Angeles. And the group itself says additional hotels are planned in Santa Clara, Seattle, Chicago and Houston over the next four years.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Tracy Lee developed the new spa concept; the hotel burst onto the scene mid-July
Tracy Lee developed the new spa concept; the hotel burst onto the scene mid-July
Rooms are around US$700 a night
Rooms are around US$700 a night
the uber cool fitness brand already runs gym spas
the uber cool fitness brand already runs gym spas
Equinox Hotels CEO Christopher Norton says it’s “the only fitness company going into hotels at this scale”
Equinox Hotels CEO Christopher Norton says it’s “the only fitness company going into hotels at this scale”
Equinox clubs
Equinox clubs
The stylish, grey spa interiors are by Joyce Wang who’s worked on previous Equinox clubs
The stylish, grey spa interiors are by Joyce Wang who’s worked on previous Equinox clubs
Celebrity therapist
Thuyen Nguyen provides 
a ‘facial workout’
Celebrity therapist Thuyen Nguyen provides a ‘facial workout’
Menu innovations include ‘quantum harmonics’ – a sound therapy session on Gharieni’s Spa Wave table
Menu innovations include ‘quantum harmonics’ – a sound therapy session on Gharieni’s Spa Wave table
https://www.leisureopportunities.co.uk/images/imagesX/184199_548333.jpg
Uber cool fitness brand Equinox opens its first hotel in New York – and takes spa just as seriously as its workouts
Tracy Lee, Christopher Norton, CEO, Equinox Hotels Joyce Wang, Designer Thuyen Nguyen, Celebrity therapist,Equinox Hotel, hotel spa, gym spa, fitness spa, spa fitness, Christopher Norton, Joyce Wang, Thuyen Nguyen, Celebrity therapist
Latest News
In breaking news, HCM understands the UK government has removed gyms and fitness facilities from ...
Latest News
Globally, gyms have, on average, seen nearly 70 per cent of their pre-lockdown members return ...
Latest News
A UK government U-turn – just announced – will see gyms and leisure centres staying open ...
Latest News
"Dozens" of gyms in Liverpool, UK, have defied the government and stayed open for business ...
Latest News
The UK government is likely to face legal challenges from gym operators following the revelation ...
Latest News
Gym and health club operators with sites in Liverpool, UK, have been left "astounded" at ...
Latest News
Technogym's Let’s Move For a Better World campaign is back this year, with a new ...
Latest News
The UK government should encourage people to spend more time in regulated environments to curb ...
Latest News
Fitness leaders in the UK have welcomed news that everywhere but Liverpool is currently allowed ...
Latest News
A new fitness industry event is looking to challenge the likes of FIBO with a ...
Latest News
Boutique operator Digme is joining the hybrid fitness revolution by launching an at-home proposition. Digme, ...
Opinion
promotion
Our world has changed since March and together, we are learning and adapting to how this sector can continue to thrive in this COVID conscious world.
Opinion: Why fitness clubs and facilities need to evolve in a COVID-conscious world
Opinion
promotion
In a post-Covid world, member experience is more important than ever before. Your customers’ expectations have been heightened as the coronavirus continues to dominate our everyday lives.
Opinion: Why member experience is more important now than ever before
Featured supplier news
Featured supplier: Ritz Carlton co-founder joins Frontline Summit 2020 as keynote speaker
Frontline work has never been more important and frontline workers are the largest class of workers on the planet, as well as the most impactful group on the experience customers get.
Featured supplier news
Featured supplier: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Video Gallery
Freemotion FUSION Team Training
FreeMotion Fitness
The High-Intensity Cardio-Strength Training. Read more
More videos:
Company profiles
Company profile: Keiser UK Ltd
Keiser began its history of visionary sports science leadership over 40 years ago, rejecting the ...
Company profiles
Company profile: Wattbike
Wattbike is the creator of the world’s most advanced and innovative indoor bikes, developed in ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Sothys: Skincare
Fitness equipment
TRX Training: Fitness equipment
Spa software
SpaBooker: Spa software
Management software
fibodo Limited: Management software
Locking solutions
Monster Padlocks: Locking solutions
Red Light Therapy
 Red Light Rising: Red Light Therapy
Trade associations
International SPA Association - iSPA: Trade associations
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Design consultants
Zynk Design Consultants: Design consultants
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
12 Nov 2020
Virtual, United States
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
08-09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
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