Equinox elevates the fitness scene our East with lifestyle programming and a super swanky space that beautifully blends equal parts sweat and style. We polled Hamptonite and Equinox Executive Chairman and Managing Partner of Equinox Group Harvey Spevak for the latest.
Please share a bit about what made you decide to expand out East. While we’ve spent nearly a decade searching for the perfect location for our out East home, there has never been a better time for Equinox x Hamptons. Being able to bring our uniquely curated experience to a place that is a home away from home for so many Equinox members is an exciting and momentous occasion for us.
We know that our members are hyper-focused on performance, so being able to offer this community unparalleled lifestyle programming in the kind of setting that members are accustomed to— as they spend more and more time away from home—is just one of the ways we show up for members wherever they are.
After a challenging year, people are eager to return to in-person fitness, and with many members spending more time out East, we knew providing our programming and a familiar space here would help them back into in-person fitness in a way that felt familiar and comfortable for them.
Equinox is celebrating 30 years! What has been the key to success all these years and what are some goals or projects on the horizon next? Any other upcoming news we can buzz? Our key to success is that ‘It’s Not Fitness, It’s Life.’ This is our brand promise, and it’s rooted in all that we do. This unwavering belief has guided us to create and offer one-of-akind lifestyle experiences that meet our members wherever, whenever they are, whether in-club, digital or beyond.
This unique position allows us to offer unparalleled lifestyle experiences both digitally and physically that range from fitness to nutrition to mental well-being. In order to meet and serve more members and guests of our family of brands (which includes SoulCycle, Blink Fitness, Pure Yoga, Equinox Hotels and E by Equinox), we will be looking to grow our Equinox clubs and SoulCycle studios offerings while expanding our holistic approach to hospitality via Equinox Hotels.
In the coming months, look out for new Equinox+ offerings including Whoop integration and an upcoming music series, in addition to features like SoulCycle at-home integration that members already love. We’ll also be introducing some updates to our beloved group fitness offerings, based on what we know our members are looking for in this space, what drives them mentally and physically and how this format helps keep them feeling connected.
This holistic approach to fitness also includes recovery. As we continue to build on our renowned personal training offering, we will focus on a personalized approach to health, wellness and recovery. We will also seek to bring new and exciting fashion options and partnerships to our members via The Shop at Equinox.
Finally, part of a holistic health approach includes culture, and Equinox is thrilled to curate exciting partnerships with the best in culture in mind. This fall, Equinox will introduce a signature ballet program created in partnership with American Ballet Theater (ABT) and the company’s principal dancers.
What positions Equinox uniquely for today’s market and the future? Tell us about your omni-approach to customer interaction and your singular ability to connect with your members anytime, anywhere. In March 2020, Equinox Media debuted Equinox+ in partnership with Equinox Group. Our team worked tirelessly to respond to the real-time demands of our members as we faced uncharted territory together. What we created is an unparalleled on-demand platform that connects members’ favorite Equinox and SoulCycle instructors and classes, wherever they are, whenever they’re ready.
We also know that the in-club experience is core to so many members’ affinity with Equinox. The luxury physical experience, complete with top-tier instructors, trainers and staff, creates a place for community to gather and grow together—something we’ll continue to nurture. With this comes our one-of-a kind experiences: Whether they occur in-club or outside—such as yoga on EDGE—our commitment to exceptional and unique programming is unwavering.
Equinox reinvented the fitness category building one of the strongest luxury brands in the world. What are the most important lessons you have learned and what can nonfitness brands learn from the continued success of Equinox? We meet our members where they are. When all of our members couldn’t go to their home club or studio and interact with their favorite instructors and sweat with their Equinox or SoulCycle family, we worked tirelessly to innovate how we thought of fitness to create an entirely new platform—Equinox+—that kept us all connected when health conditions wouldn’t allow for traditional, in-person connection.
We continued to live this as the world started going back to something that more closely resembled ‘normal.’ There’s no one way to work out: Our members now expect to seamlessly transition from club to home to vacation without missing a beat, and that’s something that we’re uniquely positioned to deliver.
What is your personal summer workout routine while in the Hamptons? I typically amp up my routine when I’m out East. I’ll start with Precision Run on Equinox+ or I’ll meet with my PT at Equinox x Hamptons. Before ending the afternoon enjoying the beautiful weather and scenery at the pool or at the beach, I’ll always make time for SoulCycle at The Barn.
How do you manage stress and stay centered with so much going on?‘It’s Not Fitness, It’s Life’ isn’t just a brand promise. It’s an ethos inspired by a real member, and it’s something I live day-to-day. Remembering that keeps me centered. In providing an all-encompassing lifestyle experience for our members, we know how important regeneration is. The same is true for me. When I was traveling (pre-pandemic) for long stretches, I needed to make trade-offs between sleep and working out. More than ever before, I am focused on recovery and regeneration, including a great night of sleep.
What did Hamptonites think about their Equinox experience this summer? We were thrilled to experience the welcome we did when we opened in May. As a part-time Hamptonite myself, I’ve so enjoyed having an Equinox location to work out at out East so I can seamlessly transition my workout experience no matter where I am. So far, Equinox x Hamptons members have specifically loved personal training in our Tier X program and group fitness classes outdoors. We’re looking forward to continuing to create unparalleled experiences at this location and beyond for years to come. 204 Butter Lane, Bridgehampton
Photography by: PHOTO COURTESY OF EQUINOX
