#Equinox hudson yards spa license

#Equinox hudson yards spa license

“Striking this balance has given us license to stay at the forefront of the industry with impactful, science-based programming, while driving forward conversations in the worlds of fashion, healthy living, technology, pop culture and sport.”Īrchitecture and design is a big part of this – no two locations are the same, and part of Equinox’s philosophy is to create environments that reflect the unique market and neighbourhood of each site.

“We started as a cool place to work out, but realised our clientele hungered for community and a way of life,” explains Al-Masri. Its unapologetic brand voice is both edgy and distinct, and its advertising is designed to foster thought-provoking conversations. Part of Equinox’s appeal is its lifestyle approach, which creates something more than just a gym or a spa – its members come to hang out or work remotely in the Lounge Cafes. And while having an on-site spa at a fitness club is a benefit to members, it’s much more than that: the spa is an independent profit centre, and also generates membership leads through its day spa use. The spas work with a variety of skincare brands, but its largest partners are SkinCeuticals, Caudalie and Elemis. Most of Equinox’s massages focus on muscle recovery, tissue regeneration and flexibility – key issues for its target guests – but it also has a wide range of facials, body treatments and waxing services. Working with our in-house team of experts allows us to tackle these outcomes in a holistic, three-dimensional way that impacts more quickly – and with longer-lasting results.” “Our massage therapists and aestheticians are selected for their ability to help our members achieve their goals, whether that’s optimising performance, pushing through plateaus, recovering from an injury or illness, or simply restarting a healthier lifestyle. “Working together allows us to provide an outcome much more powerful than the sum of its parts,” explains Al-Masri. For instance, for a member training for a marathon, a trainer might recommend a Performance Massage, which uses techniques designed to help align muscle tissues for better kinetic chain mobility and enhanced performance. This means that spa employees collaborate with their peers who work in personal training, group fitness and Pilates to create programmes for their members. “It integrates seamlessly with the other programming, and works symbiotically with the other pillars of movement and nutrition to help our members achieve their high-performance goals.” “Spa is front and centre in the club’s offerings, rather than simply an amenity or a place to be pampered, as is often the case in day spas or hotel spas,” says Al-Masri.

Its core philosophy focuses on the pillars of movement, nutrition and regeneration – which is where the spa component lives. The spa component of Equinox’s concept is integrated with its core fitness business, with trainers recommending treatments that will help guests recover from tough workouts, perform better, or just create more balance in their wellness-focused lives.|Įquinox’s focus on lifestyle means that spa is a key part of members’ lives, rather than an ancillary business. With her role at Equinox, she’s eager to reaffirm that the luxury fitness operator is not just a gym, but a leader in the high-performance lifestyle market. “Our tagline, ‘It’s not fitness – it’s life’, perfectly sums up my attraction to Equinox after spending so long in hotels,” says Al-Masri. And earlier this year, Equinox named Amanda Al-Masri – who had been working as global director of spa operations and development for Starwood – as vice president of spa services. Last year the company brought on Christopher Norton – formerly COO of Four Seasons – as CEO of the hospitality business. The first Equinox Hotel is set to open in 2019 in New York City’s Hudson Yards, and will have a focus on movement, with a 60,000sq ft (5,400 sqm) gym – and a “major” spaĮquinox has plans to significantly grow its hotel business beyond New York, adding more than 50 locations. EQUINOX will take a huge leap into the luxury hotel business, bringing its core philosophies to “the art of travel”.