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The New York Post

 

This is not your bare-bones fitness club.

E by Equinox's first stand-alone club in the US, located in a Madison Avenue townhouse, opens on Monday, bucking the boroughs-wide trend of no-frills facilities.

"E by Equinox represents our most holistic offering ever," said Harvey Spevak, Equinox's executive chairman and managing partner. "It was born out of demand from our members for an even greater personalized lifestyle experience in a more residential environment."

Such attention comes at a price, of course, including an average $750 initiation fee, $500 a month and $130 per training session.

Monthly memberships for gyms range from bare-bones Planet Fitness, which charges $10 to $20 a month, to a regular Equinox club, which top out at about $250.

The 14,000-square-foot club at 30 E. 85th St. advertises "carefully curated collaborations" with access to physical therapists, a medical concierge and nutrition counseling, which includes a three-month plan that starts at $2,500.

The concept launched as a private training facility at Equinox Columbus Circle in 2004. It has since expanded to Greenwich, Conn., and San Francisco, while the first stand-alone E opened in London last year.

Equinox, which plans to launch its hotels brand next year, now operates 95 clubs in the US, as well as clubs in Toronto, Vancouver and London.

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December 10, 2018
 
 
 

 

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