Recently, premier fitness chain, Equinox, announced its new membership that retails for $40,000 annually. This costly package gives subscribers a 360-degree approach to improving their health and longevity. But what does that high price tag actually get you? And, is there a real market for it?
What Do You Get for $40,000 a Year?
Now, everyone is raising their prices due to inflation across all industries. The gym chain, Planet Fitness, just increased their rates for that reason.
However, that is not the case with the “Optimize by Equinox” membership. The program targets an emerging trend in wellness that includes medicine, biotech, as well as diet and exercise.
To accomplish this, Equinox partnered with Function Health for blood and biomarker testing. (Yes, those tests are included in the $40K plan to be done twice a year.) Based on these tests, your “concierge” creates a customized regimen for you.
Julia Klim, vice president of strategic partnerships and business development at Equinox, said:
“IT’S THE SAME AS FORMULA ONE OR AN ATHLETE, WHERE YOU ARE GIVEN A TEAM OF TOP EXPERTS IN ALL THESE DIFFERENT VERTICALS, TO DESIGN A PROGRAM BASED ON ALL THE DATA THAT WE COLLECTED.”
via CNBC
As a part of an Optimize by Equinox membership, you receive 16 hours a month of coaching and training. This includes:
- Personal trainers
- Nutritionists,
- Massage therapists
- And, sleep coaching
Whether this finely-tuned program is worth it will have to wait until it is launched at the end of May. But believe it or not, there is already strong interest…
Is There a Demand for the Optimize by Equinox Membership?
When Optimize finally launches, it will only be available in the New York City and Highland Park locations.
Because of that and the $40K ticket price, don’t expect it to sweep the nation.
That being said, strong evidence suggests people want this scientific approach to fitness. Equinox customers have access to Function Health tests alongside their standard memberships — for a fee.
And demand is so high that there is a waitlist of over 200,000 people.
And maybe if we all could physically be at our full potential, we could afford $40,000 in fitness programs to stay that strong…
Be Great,
GCTV Staff
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