Name: How Equinox Turned Fitness Into a $4,000-a-Year Habit
Uploaded: 2026-06-30T16:00:00Z
Duration: 6 min 14 s
Description: Equinox was a pioneer of luxury fitness. WSJ goes inside the gym’s aggressive plan to scale and push average member spending to $6,000 a year.

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Equinox was a pioneer of luxury fitness. WSJ goes inside the gym’s aggressive plan to scale and push average member spending to $6,000 a year. Photo: Michael Nagle/Bloomberg News

https://m.wsj.net/video/20260630/aaac0228-b073-4ffc-b9da-775207a1bc9f/1/hls/manifest-hd-wifi.m3u8

Equinox was a pioneer of luxury fitness. WSJ goes inside the gym’s aggressive plan to scale and push average member spending to $6,000 a year.

How Equinox Turned Fitness Into a $4,000-a-Year Habit

When you say, "Oh, I go to Equinox," people are like, "Ooh, there's some money there." There definitely is a little bit of a allure to it.

They kind of lean into this really edgy, almost self-indulgent, like narcissistic side of fitness. This is about being hot.

Equinox was a pioneer of luxury fitness, but today the company operates in an increasingly crowded landscape, battling rival clubs for customers with lots of discretionary income. To stay ahead of the competition, the brand is looking to enter new areas, double down on existing markets and get members to spend more.

We're spending hundreds of millions of dollars now in new locations, but we're also reinvesting in existing locations. So you're gonna see our ecosystem expand over time.

It's important to realize, Equinox didn't create the fitness industry, but I think that they've really been leaders on defining fitness and luxury. For almost a decade, in addition to my life as a professor, I was teaching about maximum like 10 classes a week at Equinox. So yeah, I've seen this company from a variety of perspectives. When Equinox came to the market, it actually hoped from the very beginning to be birthing a new category, where exercise was the main attraction, but not the only thing you were getting. Equinox really tapped into the fact that, especially for this clientele, they didn't just want the workout, they also wanted the showers and the products and the towels and that experience, and also like a place to hang out.

We learned the real estate game early on, but we were doing something different. We're doing, you know, streetside real estate as compared to mall-based real estate. You know, in the early days, we had to convince them why Equinox was unique. Now they come to us. We're highly sought after as an amenity, as an anchor. Hello, so we're just gonna go through and update. This will be our 33rd location in Manhattan. Super excited to have our first in Nashville. Just make sure we get the right railing on that and not the, you know, Home Depot railing. This year alone, we'll open nine new locations, so this is some of them. Next year, the plan is to open hopefully eight new locations. And then after that, you know, 10 plus per annum.

Something that is notable when you look at some of the other players in the field is how different the brand positioning of a place like Equinox is to say Lifetime Fitness. I mean, Lifetime Fitness facilities are beautiful and they're bigger in many ways than Equinox, but Equinox really doesn't bill itself as like a family place. They've really tried to remain sort of edgier in a way that these other places have not.

While other gyms focus on selling cheap memberships to people who never show up, Equinox charges a premium, motivating their members to actually use the space. This also makes it easier to upsell them.

While the exercise is the core of the experience, they've always been trying to wrap around many other services and uses that members will partake in. People will go take a shower there and sit for hours taking calls or doing work, et cetera. That is not something you pay extra for, nor do you pay extra for group fitness classes. Then of course, the other category of things other than working out that Equinox offers, and this has been growing and growing, are services that you pay for, right? Massage, personal training, various wellness therapies. And because they honestly do a really good job at offering all this stuff around the exercise experience, it makes it pretty sticky.

I probably come about five days a week. And on my off days, sometimes I'll come and I'll use the amenities, like the sauna or I'll stretch.

An average Equinox member spends a little bit over $4,000 a year with us. About 30-ish percent is what we call ancillary revenue. So it's the non-dues part of that revenue pie. And then what we believe is over time that $4,000 can grow probably around 50% to $6,000 in the next five years by both kind of normal increases in people buying more from us in terms of the personal training, the spa, the retail, but then in addition to that, we believe our offering will expand through more, you know, wellness and longevity offerings. And so that will increase, you know, what people will spend with us.

My membership is about 350. My sessions, I usually do three sessions a week, so 150 times three equals 450. 450 times four equals 1,800, plus 350. I spend about $2,100 here, but that does not include, wow, it's weird to say that. It does not include protein shakes, MyCelsius, a random T-shirt if I find it.

Equinox also has an exclusive program called the E Club for some of its wealthiest members. It requires a one-year commitment to multiple private sessions per week.

This is the E Club. We are on the top tier of the Equinox brand. A lot members over here are like very successful CEOs, you know, or chairmans. People come three, four or five times a week. We have to manage the fitness goals, the cardio component, nutrition, health, sleep, travel. We don't have members who comes in, try out. Over here we have members who commit to the program for one year. That's a minimum commitment.

For members who want to incorporate fitness and wellness amenities into their travel, Equinox is expanding its hotel portfolio.

We always believed if you have a highly engaged member who's getting results, good things happen. They become an evangelist for the brand, they stay around longer, they spend more money, they refer other members. The consumer wants health and wellness in a bigger, better way, and it has more discretionary income to spend on it, and there's no brand that has more authority to participate and take advantage of these different adjacencies.

The fitness industry is moving much more towards being part of this kind of, you know, functional fitness, longevity, broader wellness thing. But at the same time, this is America, people love to look rich and hot. And an Equinox membership is also part of that.

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