This week, Equinox, the luxury gym operator, launched the Equinox+ app. The launch brings two existing apps together to provide a streamlined experience.
The newly integrated Equinox+ offers seamless access to physical and digital programming with unlimited on-demand and in-club access, live classes, personalized scheduling, activity tracking, and more. According to the Equinox website, the decision to integrate the two apps was an evolution of their continued vision for the brand.
The new app aims to focus more on building community features, connecting experiences, and further integrating member recommendations. Most importantly it gives members the ability to “power their pursuit in the club, at home, or wherever they are, whenever they’re ready.” You do not need to be an Equinox club member to access the Equinox+ app (you can purchase a subscription separately for $39.99/month), however, all Equinox club members still receive complimentary access to the app. One thing not yet available in the Equinox+ App is the integration capability with Strava, an app that lets users track running, riding and other physical activity leveraging GPS. Peloton, Whoop, Garmin as well as other fitness apps provide this integration. Strava grew exponentially during 2020 and is currently valued at $1.5 billion.
Equinox also made headlines this week for two other developments. After rumours about the company going public, according to Bloomberg News, negotiations between Social Capital Hedosophia Holdings Corp. VI and Equinoxunravelled as the two could not come to terms on the company’s valuation. Bloomberg News had previously reported that the two parties had the company valued at more than $7.5 billion.
In other Equinox news, the fitness chain is being sued by their landlord for defaulting on more than $3.3 million in rent and other charges at its Soho location, Crain’s New York reported Wednesday. According to The Real Deal, rent for the luxury gym at 568 Broadway runs at $172,000 per month, excluding taxes and utilities. A group of investors led by Allied Partners say they haven’t received a payment since April 2020. This is not the first time Equinox has been accused of falling behind on its payments.