The sexiness that Equinox is selling isn't meant to come at the gym itself, but rather as a result of it. Equinox caters to the individual who is striving toward a personal goal, and who prioritizes efficiency over community. Tiny placards remind patrons that "silence is golden," reinforcing a sort of cold and anonymous individualism that dominated most of the locations I visited.īut that's not necessarily a bad thing. While Equinox certainly has numerous models and celebrities who are customers, the gym is explicitly un-sexy. The sex appeal that Equinox has branded itself with isn't actually meant for the gym.
He switched gears from touting the virtues of the Williamsburg gym specifically and started to trace a rough outline of how I could integrate multiple Equinox locations into my life, identifying classes based on my interest at other locations that fit into my daily commute.ĭespite the higher price of "global membership" that would allow me access to all of Equinox's normal-tier gyms, the level of convenience it would add to my routine was significant.Ī reproduction of a flyer Equinox PR distributed to employees.Įquinox's brand, as it's recognized in the culture, is hard to live up to in real life - How do you evoke money, sex, and luxury in an everyday gym experience? And then, you can also get an executive membership with even more exclusive benefits for $5,220 a year.Īs I sat down to discuss the details, I think JV could sense that my interest was waning. If you want to go to multiple Equinox locations in the US, an "all access" membership runs $3,120 a year.īut that still won't get you in to the most luxurious locations in the city - to get into those, you need a "destination" membership that grants you access to all locations worldwide, which costs $3,600 a year.
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It often indicates a user profile.īase memberships that only grant you access to one club still cost at least $2,200 a year, plus a $500 initiation fee.
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