Equinox launches new luxurious longevity scheme

US – Equinox Fitness, renowned for its luxury wellness gyms and premium pricing, has introduced Optimize by Equinox, a personalised longevity programme priced at £31,595 ($40,000, €36,815) annually. Recognising members’ desire for tailored fitness and nutrition guidance, Equinox partnered with Function Health, a health lab offering over 100 lab tests and personalised coaching led by Dr Mark Hyman.

Julia Klim, Equinox’s vice-president of strategic partnerships and business development, told Fortune that the company ‘has always been known to anticipate consumer needs and to come up with programs to support them’. Optimize by Equinox aims to redefine fitness by delving into internal health markers, mirroring the approach of elite athletes who prioritise comprehensive performance optimisation.

Launching initially in New York and Texas, the programme offers extensive assessments, including diagnostics on movement, nutrition and sleep. Members receive personalised training with Equinox’s top coaches, nutritional and sleep coaching, as well as massage therapy, for £2,370 ($3,000, €2,760) per month with a six-month commitment.

Equinox’s initiative signifies a shift towards holistic wellness, reflecting a growing demand for tailored health solutions beyond traditional fitness offerings, a topic we explored further in our Longevity Lifestyles macrotrend report. The programme’s comprehensive approach and high-end amenities cater for affluent consumers seeking optimal wellbeing.