“There are only four [actions] that have actually proven to elongate the human lifespan. Lots of studies say that we can double the lifespan of a mouse or a fruit fly, but not a human,” said Julia Klim, Equinox Group’s vice president of strategic partnerships and business development, in conversation with Kathryn Hopkins, senior
Points of engagement with its members include 107 locations, one hotel — ”more to come,” Klim said — and spas. Among the next frontiers is mental health, such as meditation, in addition to health care and supplements. “We do innovation across the portfolio,” Klim said. “That’s a classic business case. If you don’t grow, you die.”
Aesthetics and experience also play a large role. Equinox taps top fashion photographers to shoot its ad campaigns, for example, and architecture is a top consideration when opening new locations. “We are a global brand, but it’s your local community. Everyone can have a treadmill, but not many people can have a treadmill in a beautiful location at scale,” said Klim.
Despite that success, Equinox is focusing on offering hyper-curated experiences and services, and will continue to be very selective when it comes to expansion. “It will continue to evolve in terms of who will be on the platform, though we will not add many brands,” Klim said. “We have this arbitrary number of 10, I would say we’ll never have more than 10,” Klim said.