Equinox to Open High-Performance Club in NYC

Equinox Terminal Warehouse marks the luxury operator’s biggest-ever embrace of the “high-performance” fitness trend popularized by Hyrox and others

Equinox is making an appeal to its New York City members looking for more.

On Nov. 10, the luxury operator will open Equinox Terminal Warehouse, a restored 1891 West Chelsea landmark that it’s turning into a high-end fitness and wellness space.

The new location will feature contrast therapy with a sauna, steam room and cold showers, reformer Pilates classes in its own studio, a member lounge and coworking space.

Members will also be able to take advantage of a 7,000-foot strength training floor and team-based circuits with functional strength and HIIT cardio. Photos of the new club show equipment like Olympic lifting platforms, Concept2 SkiErgs and rowing machines.

The reformer Pilates classes mark a notable expansion for Equinox. The operator has some reformer Pilates offerings, but they’ve generally been reserved for one-on-one or small group training.

The brand described the space on social media as: “Built for those who train with the best – to be their best. Where strength, conditioning and recovery are engineered as one. Where progress is intentional, & excellence is earned over time. Train. Condition. Recover. Elevate your standard.”

Equinox declined ATN’s request for additional information for this story.

The move represents a shift among luxury fitness and wellness operators toward embracing “high-performance lifestyle” and industry trends like reformer Pilates and Hyrox-inspired hybrid fitness training.

Last year, Life Time acquired the Brian Mazza-founded High Performance Lifestyle Training, a wellness company known for immersive, in-person experiences geared towards self-improvement. The operator then moved to integrate HPLT’s ethos into its own offerings, providing members access to exclusive retreats, self-development workshops and high-intensity fitness challenges.

Life Time also opened LT High Performance in NYC featuring VO2 max testing, resting metabolic rate analysis and in-body biometric composition.