Equinox, a high-end fitness business, is charging for the ultimate luxury: longer life. The business unveiled a subscription on Monday that, at a whopping $36,000 annually, entitles users to more than 100 tests designed to improve health and lengthen life. (Photo : by Matthew Peyton/Getty Images for Equinox)
Equinox, a high-end fitness business, is charging for the ultimate luxury: longer life. The business unveiled a subscription on Monday that, at a whopping $36,000 annually, entitles users to more than 100 tests designed to improve health and lengthen life.
The entire annual cost of the "Optimize by Equinox" membership is $42,000. The $36,000 annual cost does not include the cost of a standard gym membership, which is around $500 per month or $6,000 annually. The ultra-premium package comes with dietary counseling, biomarker tracking, personal training, and other services aimed at enhancing everyday physical performance and delaying the aging process.
In order to assist members measure, evaluate, and track everything from their immune response, hormone levels, and heart health to their glucose, insulin, and other metabolic levels, Equinox designed a new membership in collaboration with Function Health, a health platform that does lab testing.
The program would contain a "robust" panel of tests to assess both mental and physical performance, regardless of an individual's unique goals. In addition, it involves routine dietary counseling, sleep coaching, personal training, and massages, totaling around 16 hours per month of customized care from various health, fitness, and other specialists.
There is already a waiting list to enroll in the program, which will begin at the end of May, despite the expensive cost. Initially, only New York will be allowed to join, but more cities will soon be included. Only subscribers to E by Equinox, the company's highest membership tier, which starts at about $500 per month, will have access to it.
Despite the hefty price tag exceeding $40,000 annually and limited initial availability, Equinox's "Optimize" program has generated significant interest, with a waiting list forming even before launch. This highlights the growing appeal of personalized, data-driven approaches to health and longevity, even as the high cost makes it a luxury for the privileged few.
Who Is It For?
Due to its exorbitant cost, "Optimize" by Equinox is unlikely to be widely accessible. The program targets a specific clientele: affluent fitness enthusiasts with a disposable income exceeding $40,000 annually. They'll likely already be members of E by Equinox, the company's highest membership tier, indicating a focus on loyal high-paying customers. Additionally, the initial rollout in New York City creates a geographical limitation for potential participants.
However, the extensive personalized care, including consultations with a range of specialists, might attract those who value a high-touch approach to managing their health. Overall, "Optimize" by Equinox seems like a niche offering designed for a select group of wealthy individuals seeking a comprehensive and personalized path to health and longevity.
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