Equinox, a high-end fitness chain, is launching a $40,000-per-year personalized health program called “Optimize by Equinox” in partnership with lab-test startup Function Health. This program aims to improve overall health and longevity by combining personal training, nutrition plans, sleep coaching, and massage therapy. The program focuses on testing 100 biomarkers to assess various aspects of health, including heart, liver, kidney function, metabolic and immune systems, cancer markers, and nutrients. Equinox will also conduct fitness tests such as VO2 max, strength, and movement range, which are repeated twice a year.
Members of the Optimize program will receive three 60-minute training sessions per week with a top-level trainer, along with additional sessions with a nutrition coach, sleep coach, and massage therapist. The program is designed to provide 16 hours of coaching and training per month, similar to the approach taken with Formula One or professional athletes, where a team of experts collaborates to create a personalized plan based on collected data. Equinox’s vice president of strategic partnerships, Julia Klim, described the program as a highly luxurious human-first service combining data and coaching.
Equinox’s expansion into the health and wellness sector is reinforced by a recent $1.8 billion funding round and plans to open new clubs in Philadelphia and the Pacific Palisades neighborhood of Los Angeles. The company, which currently operates 107 locations globally, aims to focus on longevity through the four pillars of movement, regeneration, nutrition, and community. The Optimize program will cost $3,000 a month for a minimum of six months, not including an Equinox gym membership, bringing the total annual fee to about $40,000 or more.
Function Health, a company with a mission to help people live “100 healthy years,” charges $499 for testing 100 biomarkers. The demand for their program has resulted in a waitlist of over 200,000 people. Function Health chose to partner with Equinox due to its leadership in the health and wellness category, as the data obtained from tests is most beneficial when applied to personalized fitness and health programs. The collaboration aims to help individuals make daily decisions that contribute to a healthier lifestyle and exercise regimen. The Optimize program will initially launch in New York City and Highland Park, Texas, before expanding to other states. Members will have access to Equinox’s elite “E Clubs,” which offer a more private gym experience with higher membership fees.
The emergence of the Optimize program represents a paradigm shift in the health and wellness industry, reflecting the growing interest in longevity and well-being among affluent individuals. By combining cutting-edge testing technology with personalized coaching and training, Equinox aims to provide a holistic approach to improving overall health and quality of life. The program’s emphasis on individualized plans based on comprehensive data assessment underscores the company’s dedication to assisting members in achieving their health and fitness goals. As Equinox continues to expand its offerings and locations, it is poised to further establish itself as a leader in the health and wellness market.
