Equinox, the luxury fitness chain, has unveiled a groundbreaking $40,000 annual membership program designed to elevate overall health and extend lifespan. This innovative initiative, called “Optimize by Equinox,” offers members comprehensive fitness and health services through a partnership with Function Health, a leading lab-testing startup. The program blends personal training, nutrition plans, sleep coaching, and massage therapy in a holistic approach to maximize vitality and longevity.
A Revolutionary Approach to Longevity
Function Health’s co-founder Jonathan Swerdlin describes the initiative as a “paradigm shift” in how individuals can enhance their quality of life and minimize suffering. According to Swerdlin, the program goes beyond visible fitness results like strong abs and toned muscles. It also delves deep into the invisible aspects of wellness through extensive testing and personalized health strategies.
“It deals with what’s above the surface, your abs and glutes, which you can see in the mirror that are great. But it also deals with what’s below the surface and what you can’t see in the mirror. And that’s revolutionary,” Swerdlin explained.
Comprehensive Health Testing
To kick off the Optimize program, Function Health will conduct a series of tests on 100 biomarkers that assess vital organ function, metabolic and immune health, cancer markers, and nutrient levels. Equinox will then follow up with its own fitness assessments, including VO2 max, strength, and range of motion tests, all repeated biannually.
An Equinox concierge integrates this wealth of data into a personalized plan, tailored by a team of experts: a fitness trainer, nutrition coach, sleep coach, and massage therapist.
Exclusive Access to Premium Training
The Optimize membership includes a robust schedule of three 60-minute training sessions per week with a premier trainer, alongside monthly consultations with a nutrition and sleep coach and a massage therapy session. With 16 hours of coaching and training per month, each member receives the expert support necessary for sustained health improvements.
Luxury fitness chain Equinox is putting a price on the ultimate luxury: longer life.
The company on Monday introduced a membership that, for a hefty $36,000 a year, includes more than 100 tests aimed at enhancing health and extending people's longevity. https://t.co/rQLXLmkm8V
— CBS News (@CBSNews) May 6, 2024
“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,” stated Julia Klim, Equinox’s VP of Strategic Partnerships and Business Development.
Expanding Equinox’s Longevity Mission
Equinox has positioned itself as a leader in the health and wellness sector, recently securing $1.8 billion in funding to propel its growth and expansion. New locations are set to open in Philadelphia and Los Angeles, bringing its total to 27 clubs in development.
Julia Klim emphasized that Equinox has always prioritized the “four pillars” of longevity: movement, regeneration, nutrition, and community. She noted, “I sometimes joke that we’ve always been in the longevity business and the science is catching up.”
Tailored Longevity at Elite E Clubs
Starting at $3,000 per month for six months, the Optimize program grants access to the elite “E Clubs,” Equinox’s private gym spaces, which feature higher membership fees. The program will initially launch in New York City and Highland Park, Texas, later expanding nationwide.
Swerdlin summarized the collaborative partnership between Function Health and Equinox: “Living 100 healthy years doesn’t happen inside of a doctor’s office. It happens in your daily decisions. And it also happens with the way in which you exercise, and Equinox really helps close the loop on that.”
