Equinox introduces new $40K membership aimed at promoting longevity for members

Luxury fitness chain Equinox is making headlines with the launch of its new program, “Optimize by Equinox,” which comes with a hefty price tag of $40,000 a year. This exclusive membership promises to help members live healthier and longer lives through personalized health plans crafted in partnership with lab-test startup Function Health.

Function Health, based in Austin, Texas, offers its customers access to over 100 lab tests to assess various biological functions, including thyroid, hormone, cancer detection, heavy metals, and Alzheimer’s risk tests. The Optimize program will run its members $3,000 a month for a minimum of six months, totaling $36,000 for the year, in addition to the roughly $4,000 annual Equinox gym membership.

The program will kick off in New York City at the end of May, followed by Highland Park, Texas, and eventually other states. Members will undergo a series of tests to assess 100 biomarkers, including fitness tests like VO2 max and strength checks. Equinox will then design personalized plans based on the results, with a core team including a fitness trainer, nutrition coach, sleep coach, and massage therapist.

Optimize members will receive 16 hours of coaching and training each month, including fitness sessions, nutrition coaching, sleep coaching, and massage therapy. Aspiring members can join a waitlist on Equinox’s website, with details on the selection process still unclear.

Equinox’s new program comes at a time when the company has 27 new clubs in its pipeline, expanding its luxury fitness offerings to cities like Philadelphia and Los Angeles’s Pacific Palisades. With a focus on longevity and personalized health plans, Optimize by Equinox is set to revolutionize the fitness industry for the wealthy elite.