Aescape has launched its whitespace innovation: the first commercially available, fully automated massage experience. The company also announced a partnership with luxury lifestyle and fitness operator Equinox, debuting its massage tables in select locations across New York City this spring.

Backed by $80 million in funding, Aescape aims to increase the efficiency and effectiveness of massages through advanced technology. .

“Aescape aims to make massage an accessible, regular part of rest and recovery, no longer reserved for indulgence or injury,” said Eric Litman, Founder and CEO. “Working alongside massage therapists over the last seven years, we’ve honed our technology to ensure it caters to diverse body types and lifestyles. It’s designed for anyone looking to book last-minute, or looking for control over their massage when therapists aren’t always available.” 

The technology is a fully automated, artificial intelligence-driven massage table. It scans the user’s body and generates over one million 3D data points to accurately map a user’s body on the table.

Using the 3D scan, the tool identifies key points on the body for a targeted massage. Aescape includes a touchscreen underneath the massage table that users can control to identify pressure points, target areas and music selections. The experience is also customizable—the platform can remember user preferences for future massages.  

Equinox Embraces Recovery

At Equinox, anyone can experience Aescape for $60 for 30 minutes, which will also include a free day pass to the gym for non-members. Beginning in June, the technology will be made available in ten locations in New York City. 

“We’re relentlessly focused on how we can help our community of high-performing individuals live better, healthier lives,” said James Gu, senior director, Equinox Spa. “As we continue to innovate with science-backed preparation and recovery modalities and new technologies, we are excited to offer Aescape. This personalized and accessible format will help our members further integrate recovery into their fitness routines.”

Disrupting the Massage Market

Litman is joined on the Aescape executive team by Sam Bowen, who worked in hardware at Amazon; Becca Valle, who worked in global marketing at Meta, Airbnb, and the New York Knicks; and Alex Linde, who worked in product at Uber, eBay, and Yahoo!

To develop the product, the Aescape team worked with thousands of individuals to develop a solution that caters to all body types and needs. By working with everyone from casual gym-goers to athletes, the company created a solution it says can cater to all audiences. 

The massage therapy market is valued at around $19 billion, and recovery solutions have never seemed more popular, including in gyms and fitness facilities as a value-add or premium membership service. The industry, which is also facing a shortage of therapists, is primed for disruption. Aescape offers an always-available, consistent massage, and aims to drive value for spas, hotels and wellness centers. 

Aescape is launching an early access program for New Yorkers, inviting participants to be among the first to try out the futuristic massage experience while providing feedback to refine the service further. The company is also actively seeking new partnerships. 

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Luxury lifestyle and health club operator Equinox has secured approximately $1.8 billion in new capital to refinance maturing loans, fund general corporate purposes and build new clubs. The brand also secured a new revolving credit facility from Goldman Sachs, Morgan Stanley and J.P. Morgan.

Equinox reported a 27% revenue increase in 2023 and a record-high member engagement. In addition to its 107 global clubs, the brand has a pipeline of 25-plus new locations in the works across major markets while Equinox continues to explore domestic and international opportunities. 

“We are seeing record performance in revenue growth and member engagement, which demonstrates our position as the global leader in high-performance luxury lifestyle,” said Harvey Spevak, executive chairman and managing partner of Equinox Group, which also encompasses Equinox Hotels, SoulCycle, Blink Fitness and E by Equinox. 

Member engagement may be at an all-time high due in part to Equinox Circle, a member perks program that debuted last year and is rich with top-of-the-line brand partners such as Oura, Bezel, Thorne, Provenance and Blade.

“These new strategic investments from a group of world-class partners that share our vision for the Equinox brand will empower us to accelerate further growth through new club openings and new innovative offerings, as well as by scaling the Equinox luxury experience,” Spevak added.

The financing includes capital from a mix of new and existing investors led by Sixth Street and Silver Lake and includes investments from Ares Management, HPS Investment Partners, L Catterton and the principals of the Related Companies.

The luxury lifestyle and fitness brand bulked up its staff, hiring 5,000 fitness coaches as Equinox members expressed continued interest in personal training services. Similarly, Equinox is listening to the needs of its clients on weight loss medications such as Ozempic and Wegovy — or those who are interested in using GLP-1s, rolling out a personal training program designed for those on weight-loss drugs.

“The drugs work so well, but we felt like something really important was missing for our clients on them,” Equinox club coach Michael Crandall said of the new program. “Weight loss interventions should always be done with a training program to get the best results.”

Crandall is leading the new program, following Equinox’s introduction of a Health Advisory Board featuring medical and wellness experts designed to support the Equinox Fitness Training Institute, which offers accredited curriculum and board certification for performance coaches.

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January typically brings a surge in fitness and health resolutions, with gyms bustling with new members and those recommitting. However, foot traffic to ten major fitness operators fell flat last month, with analysts attributing the decline to unfavorable weather conditions nationwide and increasing competition.

Placer.ai, a software company leveraging location intelligence such as anonymous cell data, examined traffic to leading fitness operators Planet Fitness, Xponential Fitness, Equinox, Crunch Fitness, F45 Training, Anytime Fitness, 24 Hour Fitness, Gold’s Gym, Fitness International and Ultimate Fitness Group.

Citing findings from the analysis, Bloomberg suggests that the sluggish start could indicate a challenging year ahead for fitness operators, with traffic having flattened from January 2023. In contrast, visits had risen more than 40% in each of the last two years at Equinox, Planet Fitness and Xponential Fitness, according to the publication. 

Planet Fitness, the largest listed fitness chain, typically adds roughly 400,000 members in January, and according to Bloomberg, is on track for its “second-worst quarterly sales growth since 2021.” The fitness operator has an earnings call scheduled for next week and has been transparent about exploring a price increase for its basic-entry White Card, which has remained at $10 per month for the last 30 years.

“$10 is not what it used to be 30 years ago, so we’re now experimenting with different price levels with the entry-level classic (White) card,” confirmed interim Planet Fitness CEO Craig Benson last month at the 2024 ICR Conference.

The fitness operator has been testing three White Card price points ($12.99/$15/$14.99/month) in 100 clubs, each with a matching control group. 

Intentions of a price increase may have led Planet Fitness to take a hit with its signup numbers, suggests Bloomberg, reporting that the fitness chain began advertising its standard $10/month promotion in mid-January. The publication cited a note from Stifel analyst Chris O’Cull: “We believe this was an indication the advertising campaign was not producing the desired results.”

Editor’s note: Planet Fitness told Athletech News it began its planned $10-per-month promotion in late December 2023, not January 2024 as originally reported by Bloomberg

Still, the big box fitness giant recently launched a media network for advertisers and is nearing 20 million members as it’s on a mission to continue attracting Gen Z and Millennials with its inclusive approach and budget-friendly prices. 

Xponential, a leading boutique fitness franchisor now pushing into the weight-loss medication market, touted increased membership numbers, studio visits and sales growth in 2023 during its participation at the ICR 2024 Conference and the Jefferies Winter Consumer Summit last month.

The post Could a Slow January for Gyms Spell Trouble? appeared first on Athletech News.

The Ironman Group has named Equinox president and mountaineer Scott DeRue as its new CEO.

DeRue succeeds Andrew Messick and will join The Ironman Group’s board of directors. Messick, who announced his retirement last summer, will remain as a member of the board and will serve in an advisory role to DeRue for a smooth transition.

In his new leadership role as CEO of The Ironman Group, DeRue will oversee the brand’s triathlon, trail running, road running and cycling events across 50-plus countries, as well as its digital training platforms and programs.

He will be relocating to The Ironman Group headquarters in Tampa, Florida, with his wife, Kathy.

Passionate about athleticism and endurance, DeRue completed the 250km Gobi March ultramarathon and summited Mount Everest as well as Denali, Elbrus, Vinson and Aconcagua and led teams on a journey up Mt. Kilimanjaro. 

During his tenure at luxury fitness operator Equinox, DeRue oversaw 107 fitness clubs, a connected fitness platform, a sizable personal training and coaching practice and digital commerce. Before becoming Equinox president, DeRue served three years as an independent director on Equinox’s board and was once Dean of the Stephen M. Ross School of Business at the University of Michigan.

Before his career in higher education, DeRue worked as an analyst for Monitor Group (currently part of Deloitte) and served as a management consultant on corporate strategy across consumer retail, financial services, healthcare, and tech companies.

“We are thrilled to bring someone of Scott’s talent and experience to The Ironman Group,” said Janine Shelffo, group president and chief growth and strategy officer at Advance, which owns The Ironman Group. “Scott is a dynamic leader with a unique track record of driving transformation and growth in different roles and environments. He deeply respects the passion of endurance athletes driven to do hard things and understands how that leads to personal transformation, having experienced it personally as an endurance runner and mountaineer.”

DeRue also holds a BS with Honors in Business Administration from the University of North Carolina at Chapel Hill, Kenan-Flagler Business School, and a PhD in Business Administration from the Eli Broad Graduate School of Management at Michigan State University.

“I am honored to join and lead this purpose-driven organization that for 45 years has consistently tested the boundaries of human achievement and underscored the belief that ‘Anything is Possible,’” DeRue said. “My life has been deeply enriched by being part of the global endurance community and I feel incredibly fortunate to lead The Ironman Group in its mission to inspire people to be the best version of themselves through testing the limits of their physical and mental strength.” 

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Guy Harkless, the new president of Blink Fitness, was recently appointed to invigorate the premium-yet-affordable fitness brand launched by Equinox in 2011.

In his new leadership role, Harkless will spearhead gym operations, elevate the membership experience and develop and implement a strategy to support Blink’s future growth trajectory and enhance overall business performance for the brand’s 103 locations.

“The demand for approachable and accessible fitness experiences is greater than ever,” said Harvey Spevak, executive chairman and managing partner of Equinox Group, to whom Harkless will report. “With Guy at the helm of Blink Fitness, there are endless opportunities to accelerate the brand’s continued success.”

Harkless comes to Blink with an impressive track record of serving consumers from multiple vantage points, overseeing diverse brands in various lifecycle stages. A Howard University graduate, he’s held leadership roles at Champs Sports, Eastbay, Foot Locker, Nike and Puma, and was a founding partner of And1, a footwear brand.

Building Community Through Accessible Fitness

A seasoned industry vet, Harkless has experience in cultivating community connection, providing a glimpse at what’s in store for Blink.

Harkless sees Blink’s competitively priced membership as an ideal fit for the current macroeconomic landscape and emphasizes the distinctiveness of the Blink brand in fostering and building community bonds — an aspect he deems advantageous as Blink charts its course into 2024 and beyond.

“Our overall mantra is that we offer what we call ‘Fitness for All,’” Harkless said. “We operate in all the boroughs in New York City, in Los Angeles, Chicago, Houston, and Dallas, and I would say that we have a huge opportunity to continue to deliver that model into the future and provide a ton of accessibility to, in many cases,  underserved communities.”

As Blink’s model is focused on localization, Harkless said the fitness brand takes special attention in making sure it’s hiring from the community and encouraging members at the local level to stay active.

“Connecting to local organizations,  participating in community days, staying active with the local Chamber of Commerce — it’s really about how we build and foster the right overall ecosystem to empower teams to be successful with the Blink model,” he said.

Strength Training Takes Center Stage

As Blink heads into its busy season of January, with fitness consumers eager to embark on their New Year’s health and fitness resolutions, Harkless is focusing on the member experience, engagement and empowerment for the new year.

In becoming attuned to Blink’s members, Harkless says Blink’s ongoing emphasis on delivering sparkling clean fitness facilities continues to resonate as a priority, as does offering value-added services such as personal training. 

“We have almost 600 fully-certified personal trainers that we deploy across our entire network,” Harkless points out.

Blink has been mindful of striking a balance between strength and cardio options, and Harkless indicates that the fitness brand has been “tweaking the model” as fitness consumers are increasingly invested in strength training.

In Stuyvesant Heights, Brooklyn, Blink is piloting a few different ventures as it works with EGYM, a smart tech-enabled equipment and software provider, and FitBench — a fully-equipped bench that incorporates weights and dumbbells, which Harkless says is helpful for trainers to better connect with members during a training session.

Harkless reports that Blink has already seen increased engagement with some of the strength areas in its Stuy Heights location, which has helped the brand consider zoning additional locations across the Brooklyn area and some other markets. 

Wellness & Recovery Options

Blink is also eyeing the holistic journey around health and wellness and is considering deploying recovery offerings in its locations. In another pilot program, Blink has partnered with the Hyperice Hypervolt team to bring massage guns into its Stuy Heights gym location.

“We’re getting a feel for how members want to be serviced on that level and see the opportunity to augment the member experience across fitness, training and recovery as a key part of the journey,” Harkless said, adding that the intent is to help Blink members experience recovery and prevent injury while preparing them for their next workout or training session. “That’s a large aspect that we think is really going to be unique for us as we evolve our menu of services to best cater to the present and future needs of our community.”

As the fitness brand tests out new offerings for its members, one of the most important aspects of Blink’s mission remains accessibility.

“There are many more active individuals seeking more and better access to fitness services, which is probably the biggest thing in our industry,” Harkless said. “This is where Blink’s model excels in terms of widening the scope of access points for a broad cross-section of fitness consumers who are looking for an in-the-neighborhood solution to be able to leverage their health and wellness journey.”

The post Blink Fitness President Eyes Community, Accessibility & Innovation in 2024 appeared first on Athletech News.

Restore Hyper Wellness, a fast-growing boutique wellness franchise, has launched a new personalized weight management program combining semaglutide medication such as Ozempic and Wegovy with the brand’s therapeutic approach to wellness and health.

Unlike some other weight-management programs quickly popping up as demand for GLP-1s spikes, Restore Hyper Wellness is taking a full-service approach.

The latest offering was developed by Restore’s chief medical officer, Dr. Rich Joseph, a physician specializing in metabolic health and obesity. The program will be found in select Restore locations nationwide. 

How It Works

Weight loss-seeking Restore clients first undergo an InBody scan that determines body fat percentage and skeletal muscle mass, a metabolic health blood panel and a telehealth call with a Nurse Practitioner. Along with the use of FDA-approved medications, exercise and a healthy diet are integral parts of the program.

“Our goal is to increase access to effective weight management medications, employ and evaluate rigorous clinical standards based on body composition and provide the education to empower supportive lifestyle behavioral changes,” Dr. Joseph said.

With over 225 locations and more to come, Restore received a $140 million investment led by General Atlantic to accelerate growth and innovation in 2021.

The wellness franchise is hosting two complimentary Zoom-based Discovery Nights on January 9 and January 10, 2024, with Dr. Rich providing a comprehensive look at the new weight loss program. Following the presentation, attendees can ask Dr. Joseph questions about Restore’s latest offering.

“For the first time in human history, more people will die from obesity and its comorbid conditions, such as high blood pressure, type 2 diabetes and obstructive sleep apnea, than famine,” Dr. Joseph noted. “By 2030, an estimated half of the U.S. population will have obesity, with a disproportionate rise in those with severe obesity. By helping clients with sustainable weight loss, Restore Hyper Wellness aims to help them achieve the energy needed to do more of what they love  — now and long into the future.”

The Restore Approach

In addition to its new weight loss medication and support services, Restore offers science-backed health and performance therapies such as cryotherapy, red light therapy, compression, IV drip therapy, as well as Cryoskin Slimming and Toning sessions to support the weight loss journey.

Last October, Restore named co-founder Steve Welch as its CEO as the holistic wellness franchise prepares to scale to 500 locations in the next five years.

A passionate health and wellness advocate, Welch had shared with Athletech News that Restore is investing heavily in products, technology and partnerships to help clients feel better today and arm them with tools for an even better tomorrow.

“Over the last eight years, we have provided over five million therapy services and learned that Americans want to take control of their health,” Welch said. “They are hungry to understand how to make change.”

The Rise of GLP-1s

Restore is the latest fitness and wellness brand to enter the GLP-1 game, a money-making space projected to be worth $100 billion by 2030.

Boutique fitness franchisor Xponential Fitness has set its sights on the promises of semaglutides with its recently acquired eleventh brand, Lindora, which touts 31 metabolic health clinics offering weight loss medications. Life Time, a luxury fitness and lifestyle operator, is also piloting a medical-expert staffed clinic at its Target Center in downtown Minneapolis, offering weight loss drugs and non-invasive therapies such as infrared saunas, red light therapy, peptides, hormone replacement therapy, IV therapy and cryotherapy chambers.

Most recently, Equinox unveiled a new personal training program geared toward GLP-1-taking clients to combat side effects such as muscle loss and to help them build long-lasting health and fitness habits. 

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Athletech News rang the opening bell at the Nasdaq on January 4, 2024, marking a significant moment for the entire fitness and wellness industry, which was well represented at the landmark event.

Alongside Athletech News, executives and influencers from leading brands and organizations such as Crunch, Equinox, Hydrow, Zumba, IHRSA, Xponential, Les Mills, Pvolve, NYSC, Restore Hyper Wellness, Tracy Anderson, Exos, Mindbody, InsideTracker, FlexIt and NASM, to name just a few, joined the Nasdaq MarketSite in Times Square.

“Athletech News aims to spark ideas and shape agendas for fitness and wellness executives in this constantly evolving and fast-moving sector,” said Kristina Ayanian, Nasdaq listing host. “They set out each day to inform these leaders with proprietary content and analysis that will help them make informed business decisions with a global wellness market estimated at over $1.5 trillion in 2021. Until now, there has not been a central repository of fitness and wellness-related content focused on the company executives and the trends that are disrupting the industry. Athletech News fills that void, and we’re lucky that you all are joining us here today.”

Before ringing the opening bell, Athletech News founder and CEO Edward Hertzman gave an inspiring speech where he remarked on the committed and collegial atmosphere in fitness and wellness as the industry pushes for more recognition.

“It is time that the fitness and wellness industry have a serious seat at the table, whether it be Wall Street, the Hill or mainstream media,” Hertzman said. “Wellness is not a week or a New Year’s resolution. It is a way of life. It’s about making mindful choices each day that contribute to our overall well-being. Athletech News is not merely a news outlet — it’s at the forefront, delivering cutting-edge insights, trends and stories that propel the fitness and wellness industry forward.”

Over 100 fitness and wellness industry leaders joined ATN to ring the bell and attended a special networking breakfast held after the event.

See more coverage of ATN’s bell-ringing ceremony here.

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A new report brings encouraging news to the wellness sector, with the total wellness economy projected to hit a staggering $8.5 trillion in 2027 after reaching $5.5 trillion in 2022.

Research by the Global Wellness Institute (GWI) reveals that wellness spending is expected to profoundly impact the global economy in the next five years, growing at an annual rate of 8.6%, surpassing the projected GDP growth of 5.1%.

The causes of the wellness surge are simple, according to GWI: not only are consumers invested in health and wellness, but the medical industry and even governments are placing increased value on prevention and wellness. 

With a landscape of health and optimal living set in motion, here are three of the biggest projected wellness growth sectors through 2027:

Wellness Real Estate (17.4% annually)

Wellness real estate, which GWI defines as buildings, neighborhoods and communities designed to support the holistic health of residents, occupants and visitors, saw accelerated growth due to the pandemic. As consumers became more conscious of their health goals and recognized the influence of their environment on well-being, a shift occurred. Now, places ranging from offices to residential buildings offer spaces with WellnessSpace Brands recovery products, gym equipment or zones promoting social engagement and activities, such as pickleball.

One leading player in the wellness real estate space is lifestyle operator Life Time, which has been opening the doors to upscale clubs that blend fitness and wellness with luxury residences available to lease, where residents can enjoy amenities like rooftop pools, nutrition coaching and even health meal prep and delivery.

“We predict this growth trajectory will continue, as healthy building features increasingly shift from being a luxury, or ‘nice to have,’ toward becoming an expectation or even a minimum standard, especially in the commercial/office real estate space,” GWI’s report finds.

Wellness Tourism (16.6% annually)

Wellness tourism may have been one of the fastest-growing wellness economy sectors before 2020, but as GWI points out, it was also the one most negatively impacted by the COVID-19 pandemic. Despite the challenges, wellness tourism is back on track as a burgeoning sector, with wellness travelers spending more per trip than the average tourist.

Equinox, well-known for its top-tier fitness experience in its celeb-frequented gyms, has created a presence in the hospitality industry to offer next-level wellness, nutrition, movement and restoration with its services and amenities. And Equinox is just getting started – the brand says it’s developing a global network of customer-centric hotels, and plans to launch 33 properties across the globe in the next ten years in key areas.

Whether the primary goal of a trip is wellness-seeking activities at a health resort or destination spa, or a secondary activity like booking a sauna or cold plunge during a work trip, tourists are eager to incorporate a touch of wellness into their travels. Even airlines have taken note, as seen with United collaborating with Therabody to offer luxurious wellness touchpoints to its passengers both at 30,000 feet and in the airport. 

Mental Wellness (12.8% annually)

Mental wellness is a resilient sector, according to GWI, finding that it’s “one of the few wellness economy sectors that has continued its upward growth trajectory over the last four years, as consumers sought out products, services and solutions to help them cope with the immense stresses they faced during the COVID-19 pandemic.”

Consumers are happy to spend hard-earned money on products and experiences that promote a mind-body connection, such as self–help guides, sound healing, aromatherapy, stress gadgets, weight blankets, circadian lighting, sleep-promoting and meditation accessories. Functional food and beverages are also enjoying their moment in the sun, as are vitamins and supplements, which are surging in sales in the performance, recovery, mood and digestion categories, according to a recent finding by NIQ.

It’s also a sector that overlaps into wellness tourism, with consumers booking sensory-based entertainment such as forest bathing, hugging therapy, scream therapy, laughter yoga, cuddle parties and flotation tanks.

The Bottom Line

“Looking into the horizon, the global wellness economy has a strong current under its wings, based on global trends that are only accelerating: an aging population, rising chronic diseases and mental unwellness and a shift in consumer values,” said Ophelia Yeung, GWI senior research fellow, adding that there are some challenging macro conditions to be considered. 

“Widening wealth gaps, consumer confidence in uncertain economic conditions, and rapidly changing geopolitics that will affect the flow of people, capital, technology and ideas,” Yeung continued. “How the wellness economy will do will depend on the interplay of all of these factors.”

In the short term though, there is immense potential. By 2025, GWI predicts healthy eating, nutrition and weight loss will become the largest wellness market, but it’s important to note that estimate doesn’t include medical interventions, such as GLP-1s, as part of its total. 

Instead, GWI projects a continued consumer interest in foods and beverages that are positioned and marketed as wellness-enhancing, vitamins, dietary supplements and weight management products and services. Although such a category may sound almost archaic in a tech-forward world, food and beverage titans such as Nestlé are currently using AI to create nutritious yet tasty products.

Read the full GWI report here.

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Luxury fitness and wellness brand Equinox is starting the new year with a personal training program designed for clients on popular weight-loss medications such as Ozempic and Wegovy or who are interested in using GLP-1s.

The famed fitness club is one of the first to roll out such a program in response to the market-disrupting impact of weight loss medications. 

“We’re creating an internal education program at the Equinox Fitness Training Institute, adding the GLP1 protocol to coach the many members using them,” Equinox club coach Michael Crandall told People.com, which first reported the new program. “The drugs work so well, but we felt like something really important was missing for our clients on them. Weight loss interventions should always be done with a training program to get the best results.”

Crandall is leading the new program, a move following Equinox recently adding a Health Advisory Board featuring a panel of medical and wellness experts designed to support Equinox Fitness Training Institute, which offers accredited curriculum and board certification for performance coaches. 

Fitness Brands Embrace Ozempic

While Equinox isn’t directly offering weight loss medications like Life Time or Xponential Fitness, which recently acquired Lindora health clinics, targeting clientele using the injectables can also prove lucrative. The numbers speak for themselves: roughly 3.6 million patients in the U.S. with insurance had a prescription claim for a GLP-1 in 2022, found Trilliant Health.

And while GLP-1s are causing consumers to shed weight rapidly, it does come with a price — losing weight too quickly can cause medication users to lose valuable lean muscle mass. Equinox’s fitness coaches will learn how to create workout plans for those experiencing GLP-1 side effects, helping them mitigate any muscle loss through aerobic or anaerobic conditioning or strength training, Crandall explained. 

However, a crucial component of Equinox’s new program is empowering clients to cultivate better habits and lead a healthy lifestyle for the long haul.

“Our clients are thinking weight loss for the long term, and they’re very motivated to keep the weight off,” he told People. “What we’re doing in empowering them so when they ease themselves off, they won’t be nervous or worried they’re just going to put it right back on.”

In tandem with the rise of GLP-1s, fitness and wellness enthusiasts are seeking customized experiences under the guidance of a coach, whether it’s for fitness, nutrition or both. Last spring, the luxury lifestyle and fitness brand announced plans to hire 5,000 fitness coaches in response to demand for personal training services. 

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Equinox, the luxury lifestyle and fitness brand, has revealed a new Health Advisory Board of top medical and wellness experts, academics and industry leaders to guide Equinox on its holistic approach.

Equinox has made no secret of its plans to ramp up its hiring of coaches, aiming to onboard 5,000 fitness pros over the next two years as its members continue to seek personal training services. The new Health Advisory Board will support Equinox Fitness Training Institute (EFTI), which offers accredited curriculum and board certification for performance coaches. 

The move mirrors the New York-based fitness brand’s mission to create a members-first experience beyond eucalyptus towels, making exercise a luxe experience with perks such as an exclusive members-only program with leading brands across fitness, wellness, fashion, food and travel.

Members of Equinox’s Health Advisory Board include Eric Cressey, president and co-founder of Cressey Sports Performance and certified strength and conditioning specialist (CSCS). Cressey, the director of Player Health and performance for the New York Yankees, has worked with over 100 pro baseball players.

Dr. Mark Hyman, a physician, functional medicine advocate and author, also joins the board, bringing his experience as founder and director of The UltraWellness Center and founder and senior advisor for the Cleveland Clinic Center for Functional Medicine. Dr. Hyman also serves as board president for Clinical Affairs for The Institute for Functional Medicine.

Dr. Stephanie Kuku, health technology advisor in digital health and artificial intelligence for Hardian Health and chief knowledge officer at Conceivable Life Sciences, comes to the new Equinox board with over 15 years of clinical and research experience.

Joining Cressey, Dr. Hyman and Dr. Kuku are Dr. Rebecca Robbins, a sleep scientist, assistant professor in Medicine at Harvard Medical School and associate science at the Brigham and Women’s Hospital and Dr. Jordan Shlain, founder and chairman of Private Medical and founder of Healthloop, an AI digital health company. He is also the co-founder and chair of EatReal, a non-profit advocating to improve public school food menus.

“At Equinox, we are relentless in our pursuit of delivering results to our community, and the accomplished members of our Health Advisory Board will be instrumental in helping take our shared commitment to new heights in 2024 and beyond,” said Scott DeRue, Equinox president.

The Wall Street Journal and Bloomberg recently reported that the luxury fitness club operator is in talks to raise a mix of new debt and preferred equity to offset its upcoming debt maturities of $1.5 billion.

The famed fitness brand has also grown its international footprint this year with the announcement that its hotel line would be hitting the Red Sea coast as it builds The Equinox Resort Amaala in Saudi Arabia — an amenity-rich resort that boasts movement, nutrition and regeneration and a magnesium salt rooftop pool.

The post Equinox Names Health Advisory Board To Guide Holistic Wellness appeared first on Athletech News.

Luxury fitness club operator Equinox Holdings is currently mulling its options to refinance upcoming debt maturities, including securing a $1.3 billion loan in the private credit market, according to reports by The Wall Street Journal and Bloomberg attributing anonymous insiders familiar with the matter.

The NYC-based “temple of well-being” launched in 1991, since growing to over 300 locations across the U.S., Canada and London with its signature clubs and fitness brands such as Pure Yoga, Blink Fitness and SoulCycle. The brand has also branched out to include luxurious experiences with Equinox Hotels. Recently, Equinox has partnered with a spate of leading brands across fitness, wellness, fashion, food and travel, offering its members exclusive perks like a co-branded Rest & Recovery Kit with Oura.

Equinox has been in talks to raise approximately $400 million in preferred equity as part of the financing and is reportedly working with Centerview Partners and Goldman Sachs as it explores its options.

As WSJ notes, citing a research report last month from Moody’s Investors Service, Equinox has a $76 million revolver maturing in January, a $1.2 billion loan maturing in March, and a $200 million junior loan to be repaid in September.

Last year, Equinox received some criticism for its “It’s not you, it’s January” marketing move where new members who wished to join its fitness clubs on January 1 would be turned away and prompted to join the following day.

Equinox did not immediately respond for comment.

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Athletech News has tested and rounded up what we believe are the 25 best fitness and wellness holiday gifts of 2023. With everything from wearables to workout gear to red light face masks, this gift guide is bound to have something for the fitness fanatic or wellness guru in your life.

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  Apple Watch Series 9 

  Apple Watch Series 9 is the watch you know and love but better than ever. It is brighter (2x brighter than Series 8), more sustainable (available in a watch case and band combination that is carbon neutral), and more convenient than its predecessors. The new Double Tap feature picks up on the tiniest muscle movements in your wrist to recognize when you are tapping your index finger and thumb together, allowing you to answer a call, open a notification, play and pause music, and more. Double Tap is the feature you never knew you needed—it allows you to play and pause music when your hands are dirty from cooking or check your Smart Stack of apps while you are carrying your dog. Another cool new feature is Precision Finding, which directs you to your iPhone by showing you approximate distance and direction. When you get close, a loud chirp, visual indicator, and haptic feedback all help you find your way back to the device.

   

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  Barry’s Gift Card

  Now that in-person workouts are in full swing, Barry’s seems to be more popular than ever. If you’re unsure what to get a fitness fanatic, consider a Barry’s gift card. They range from $50 to $200 and can be used for online retail like apparel, accessories, and equipment. Barry’s has apparel from brands like Lululemon, Vuori, and Bandier, and accessories like drinkware, socks, and foam rollers. The gift card cannot be used, however, for classes. The brand also has its own fitness equipment, like adjustable weights, sweat towels, and its signature bench. Give someone the gift of bringing Barry’s home. 

• 

  BeautyBio GLOfacial 

  The BeautyBio GLOfacial is an at-home deep-cleansing and hydrating facial treatment tool that unclogs pores and exfoliates dead skin cells in just one treatment. The product acts like a vacuum with your pores, pulling out any dirt, oil, and makeup while simultaneously infusing it with Salicylic and Hyaluronic Acid. The tool comes with a GLOfacial concentrate, a small and large treatment tip, and one clarifying cap to customize your routine. For the skincare junkie, or a loved one managing clogged pores, the GLOfacial is a great gift. 

• 

  Blazepod

  Blazepod is an innovative workout system that includes stackable platforms that light up and users tap in response to optimize reflexivity, agility, and decision-making skills. For the athlete in your life who needs to breathe new life into their workout routine, Blazepod’s lighting pods cue your brain to make split-second decisions during training. The pods are controlled by the Blazepod app, which comes with hundreds of pre-set activities for drills, exercises, and competitions. The pods collect every tap to analyze your data down to the millisecond. This unique approach to training gamifies workouts, with customizability down to the color of the pod lights. They are also easy to transport: the pods’ stackable nature allows them to be easily packed up. Blazepod is also the reaction training platform for athletes from the NBA, NFL, MLB, and MLS, among other leagues. If you have a competitive athlete or someone who is looking to take their training to the next level, consider Blazepod.

• 

  Centr by Chris Hemsworth Workout Kit

  Centr, Chris Hemsworth’s fitness and wellness platform, has released at-home fitness products that complement its online content. The kit comes with 3 fabric resistance bands, 5 tube bands, 2 ankle straps, 2 D-handles, a dual hook straight bar, a door anchor, and a travel bag. The kit comes with 3 months of a digital Centr membership (a $59.99 value) that can be used on any device and syncs with your wearables. Centr’s online platform has both dynamic workouts led by expert fitness coaches and carefully crafted nutritional plans and recipes. The Centr Workout Kit is available on Walmart.com. 

• 

  Dagne Dover Landon Carryall

  On the hunt for the perfect gym bag? Dagne Dover’s Landon Carryall Bag is durable yet fashionable, and versatile yet well-organized. Made from neoprene, the bag is soft but structured, and can weather the storm of sweaty clothes or sneaker dirt. It is designed with thoughtful details, like well-placed mesh pockets (perfect for post-workout toiletries or a water bottle) and a laptop or iPad sleeve. The Landon Carryall also comes with a shoe or laundry bag to keep dirty items separate. While it doesn’t appear bulky, the bag can truly carry it all—it fits a surprising amount for its size. If you’re shopping for someone who needs a new everyday gym bag, look no further. 

• 

  Grüns Daily

  Want the benefits of greens powders without the chalky taste or messy cleanup? Grüns are gummies that contain over 20 vitamins and minerals including Vitamin A, Vitamin B6, Vitamin C, Vitamin D3, Vitamin E, Zinc, and more. They come in little daily packets for easy consumption and are made with whole veggies, fruits, super mushrooms, adaptogens, antioxidants, and prebiotics. The gummies are also made with a pectin base, a fruit fiber, instead of gelatin. The gummies contain higher average sugar content than leading greens powders, but they more than make up for it in their vitamin content. Although they taste different than typical gummy candies, with a tarter flavor and a stickier consistency, you quickly adjust and fall in love with the flavor by the end of the bag. For a healthy stocking stuffer, consider gifting Grüns. 

• 

  Fabletics Apparel

  Looking for high-quality activewear that won’t break the bank? Fabletics offers apparel and accessories for men and women with a flexible VIP membership model. Each month, members are charged $59.95 for benefits, which unlock low prices for the activewear. Promotional credits roll over month-to-month for up to 12 months, and members can skip any month. Kevin Hart has been the face of Fabletics Men since 2020, and some of his favorite products include the Training Day Hoodie, a breathable sweatshirt with 4-way stretch, and the Fundamental Short, which has a no-roll waistband and anti-stink fabric. Fabletics also recently launched a collaboration with Kevin Hart last month called “Every Day Sunday” which celebrates the collection. For women who love a workout walk, the Open Back Onesie is breathable and versatile, in trendy color block designs, and the Cozy Fleece Hooded Onesie comes in seasonal colors and designs that will put your gift recipient in a festive mood.

• 

  Gold VK Carbon Fiber Performance Insoles

  For those looking to upgrade their sneaker game, Gold VK Carbon Fiber Performance Insoles from VKTRY are made from aerospace-grade carbon fiber and are customized for your sport, gender, age, and weight. Say goodbye to your sneaker’s foam or plastic insoles—these allow for more reactivity, explosivity, and support. If your loved one is a serious athlete who hasn’t yet converted to performance insoles, look no further—there will be no turning back. 

• 

  GORUCK GR1 Backpack

  For those looking for a serious backpack upgrade, the GR1 from GORUCK might fit the bill. The backpack has been proven to Special Forces standards and is designed to go from adventures to everyday life. The GR1 is highly waterproof and has a reinforced laptop compartment with a false bottom for extra support. The backpack has extra padded shoulder straps and a top handle for carrying comfort. Although the backpack is on the heavier side, it is easy to pack and organize, as it opens flat and has several internal pockets. GORUCK also donates 1% of its annual top-line revenue to various non-profit partners who support those who serve, including the military, Veterans, First Responders, teachers, and social workers, so you can feel good about your purchase. 

• 

  HigherDOSE Glow Serum + Red Light Face Mask

  The HigherDOSE Glow Serum and Red Light Face Mask are the dynamic duo for the skincare fanatic. The Glow Serum is a light-activated formula that can boost the benefits of the Red Light Face Mask. The Serum is made with niacinamide, hyaluronic acid, and other bio-nutrients for powerful hydration, enhancing the mask’s use of red and near-infrared LED technologies to warm the skin and provide a natural glow. The mask also seamlessly fits into one’s active lifestyle, with no cord to hold you back. You start seeing benefits soon after using the Red Light Mask, so your loved one will go into the new year with rejuvenated and glowing skin. 

• 

  Hyperice Normatec 3 Legs 

  The Hyperice Normatec 3 Legs offer extra rest and recovery for, you guessed it, legs. They bring a decade of science-backed research to provide users with a restorative massage using 7 levels of pressure and biomimicry to revive muscles and relieve pain. The Legs increase circulation while reducing delayed onset muscle soreness, and can be controlled through the Bluetooth-connected Hyperice app. The Normatec 3 Legs also comes in a new and reduced weight for easy traveling. They are a great gift for those recovering from injuries, or those who need a little more rest and recovery during an intense training plan. 

• 

  Kimberly Synder’s “You Are More Than You Think You Are” 

  New York Times bestselling author and celebrity nutritionist Kimberly Snyder’s book is about how best to reach your goals and live the life you have envisioned. The book draws inspiration from the guru Paramahansa Yoganandaa and includes personal stories and scientific research to provide simple exercises and practices to help readers unlock their potential. “You Are More Than You Think You Are” helps readers feel grounded and balanced amid hectic and overwhelming schedules. Snyder is also the founder of Solluna, a wellness brand with products like supplements, skincare, and online health and beauty courses. 

• 

  Methodology Gift Card

  For the fitness foodie, Methodology is a sustainably sourced meal delivery service that is gluten-, dairy-, and refined-sugar-free. The portion-controlled meals come in reusable, recyclable packaging and only require five minutes to heat up before eating. Methodology is the only food delivery service clinically validated by a leading university. The Signature Reset, a 4-day meal plan that you can personalize based on type of protein, offers menus that vary from week to week. Sample dishes include Wild Blue Crab and Prawn Cakes + Sherry Glazed Carrots, Roasted Hodo Soy Tofu Pho, and Chai-Spiced Apple Crumble Overnight Oats. The Reset is an easy way to get the year off on the right foot. The meals are simple but flavorful, with generous amounts of seasonings and dressings, a nice change from the many bland cleanses in the market. It also comes in packaging that makes the Reset easy to incorporate into a busy, on-the-go schedule. For the busy professional looking to hit reset in January, a Methodology gift card might be the perfect gift. 

• 

  NON Sets

  A gift perfect for Dry January, NON is a non-alcoholic wine brand with inventive and refreshing flavors. With flavors like Salted Raspberry and Chamomile, Caramelized Pear and Kombu, and Lemon Marmalade and Hibiscus, NON is infusing fun into non-alcoholic drinks. The beverages are not too sweet but have good flavors. NON drinks are also perfect for holiday gatherings sans alcohol. 

• 

  Oura x Equinox Rest and Recovery Kit

  Shopping for someone who can’t stop talking about the Oura ring? The Oura x Equinox Rest and Recovery Kit is a co-branded gift that features select finishes of an Oura Ring, an Oura x Equinox branded ring cover, and a one-year Oura membership. The black cover, though seemingly simple, is sleekly designed and fits tightly on an Oura ring for no-slip coverage from scratches. No more worrying about the ring knocking up against barbells during training—the Oura x Equinox Rest and Recovery Kit has you covered.  

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  REVOLVE Beauty’s 2023 Advent Calendar

  For the skin health fan, REVOLVE’s Beauty’s 2023 Advent Calendar includes 24 beauty products ranging from serums to body scrubs to daily peels. With six full-sized products and a $481 retail value, the calendar is also beautifully packaged in green and pink. Some standout products include Barbara Sturm’s the Good C Serum, which energizes the skin with much-needed Vitamin C and the SLNY Cryotherapy Massager, which uses cold therapy to tighten and de-puff skin. Don’t sleep on the advent calendar, as it usually sells out every year!

• 

  SOUNDBOKS Go 

  For a music-powered workout, the SOUNDBOKS Go is portable but has powerful bass, battery life, and sound quality. It’s perfect for outdoor or indoor workouts where your loved one needs some concert-level volume musical motivation. The full-bodied sound that feels like surround sound can elevate everyday workouts. It can fit on a bike rack, over your shoulder, or in the back seat of a car. The speaker system is dentproof, splashproof, and lightweight, and connects to the SOUNDBOKS app for easy control and wireless pairing. 

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  Speediance Gym Pal 

  The Speediance Gym Pal, the company’s latest and most compact release, packs a punch for its price. It has no membership requirement, so buying the equipment for a loved one is truly a gift. It has a weight capacity of 220 pounds, and the app comes with extensive programming and the ability to do customizable training. The Gym Pal is also compact—it can take up only 1.4 square feet when standing vertically and can be stored underneath a couch or bed. If you’re looking for a digital resistance platform that doesn’t break the bank, the Gym Pal might be the gift for you. 

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  Sprig Aromatherapy Experiences 

  Kohler, the plumbing and manufacturing company, launched Sprig, its first wellness brand specializing in aromatherapy. One of its offerings is a shower infusion kit that uses pods and a showerhead attachment to bring aromatherapy to your everyday routine. It also offers scented candles, body and linen mists, and bath bombs in six signature blends (Breathe, Focus, Shield, Recharge, Relax, and Sleep) to match your mood. The blends feature 100% natural botanicals and could be a perfect gift for a loved one looking to go into the new year with more Zen.  

• 

  Therabody Theragun Sense

  Theragun Sense from Therabody is a new percussion massage gun that has haptics, a heart rate sensor, and breathwork for moments of mindfulness. Perfect for a loved one who wants an integrated and holistic wellness practice and percussive relief that is not too intense, it’s the first percussive massage therapy that has calming breathwork to ease everyday stress and pain. The Therabody breathwork is a perfect way to start one’s day, accompanied by the Therabody app, which offers visually pleasing and calming guided videos for breathwork and meditation. 

• 

  Tnuck Sport 

  Want a stylish but classic take on athleisure? Tnuck Sport from Tuckernuck uses technical fabrics with fashionable silhouettes that can take you throughout your day. The Black Puff Sleeve Campbell Pullover is casual but put together, and can take you from the tennis or pickleball court to the coffee shop. The Suzanne Tennis Dress is a retro take on a classic style that is made from light materials and is similarly versatile. Tnuck Sport is a great gift for a loved one who doesn’t want to compromise style during workouts. 

• 

  TRX YBell PRO Series

  Why buy a kettlebell, a dumbbell, and a push-up stand, when the Ybell can act as all three? The YBell is a stackable, space-saving weight that is perfect for strength, HIIT, and cardio workouts. It comes in weights ranging from 10 pounds to 44 pounds and has a cast iron core and commercial-grade, powder-coated finish. It’s stackable and sleek and requires far less space than the three pieces of equipment it replaces. For those obsessed with space efficiency and design, the YBell could be the perfect gift. 

• 

  WHOOP Body 

  For the WHOOP users in your life, consider the WHOOP Body for the days they want their tracker to be “invisible.” The smart apparel line allows you to wear WHOOP 4.0 in a variety of different ways through built-in “pods.” Simply place the WHOOP tracker in said pods, and the device collects data from your torso, waist, and calf, depending on its placement in the clothing. The Any-Wear Athletic Boxers are particularly popular for men, while the women’s Any-Wear Bralettes feel supportive and soft throughout the day.  

• 

  Vuori Apparel 

  One of the hottest brands in athleisure right now, Vuori is bound to please even the pickiest friend or family member. The brand first became famous for its super soft Performance Joggers, and now carries everything from t-shirts, dresses, and outerwear. The Performance Joggers are now available in more than 15 colors, and are made in the brand’s DreamKnit fabric, which your loved one will not want to take off. Although the joggers are stretchy and ultra-comfortable, they also look sleek and flattering enough for daily errands or a casual night out, particularly in the black color. Vuori also expanded its product line to cozy outerwear, with insulated and sherpa jackets. Even with their non-DreamKnit products, Vuori delivers on coziness and versatility. For those obsessed with comfort but not willing to sacrifice style, consider Vuori.  

The post The 25 Best Holiday Gifts for Fitness & Wellness Fans appeared first on Athletech News.

Oura has unveiled a collaboration with Equinox, with the sides introducing a co-branded Rest & Recovery Kit.

The collaboration is part of the Equinox Circle program, designed to give club members exclusive access and privileges to a range of luxury brands spanning nutrition, fitness, wellness technology and more. Other brands that are part of the Circle collection include sneaker resale website StockX, supplement company Thorne HealthTech, meal delivery service Provenance Meals and air travel platform Blade.

The Rest & Recovery Kit is now available for purchase online for $545, catering to Equinox members and non-members alike. This comprehensive kit is curated to enhance the rest and recovery experience of individuals dedicated to their fitness journey. It includes the Gen 3 Oura ring, available in a choice of Horizon Silver or Horizon Stealth, accompanied by an exclusive Oura x Equinox branded ring cover. The kit also comprises a charger, a sleek leather pouch and a one-year Oura Membership.

One of the standout features of this Rest & Recovery Kit is the specially designed ring cover. Its primary function is to ensure the seamless connection of the Oura ring during physically demanding activities, such as weight training and strenuous workouts. This innovative accessory addresses a common concern among users who have found the Oura ring less compatible with barbell training. By shielding the ring from potential damage, scratches and wear during rigorous exercise, the cover serves as a simple solution to a prevalent problem.

Other activations from the Equinox Circle program include an exclusive StockX pop-up event, which is being held at Equinox’s Bond Street location in New York City through the end of October, and a dinner hosted October 26th at Torrisi in NYC where Equinox members can book a table via the Dorsia app.  

The post Equinox, Oura Team Up on Co-Branded Rest & Recovery Kit appeared first on Athletech News.

Vuori, the California-based premium activewear brand, is in talks with investment bankers for a potential IPO in 2024, according to a report from Bloomberg News. The brand achieved a $4 billion valuation with a $400 million investment from SoftBank Vision Fund 2 in 2021. This was followed by a $45 million investment from Norwest Venture Partners in 2019. 

Vuori has been steadily operating under the radar and has been quietly rivaling Lululemon, its closest competitor in the premium activewear apparel space; however, its unicorn status and recent news of a potential IPO have drawn attention to the brand.

Vuori – Finnish for “mountain” – was launched in 2015 by Joe Kudla, who was inspired to create the brand after noticing a void in the market for a premium product that merged functional performance with a casual and effortless aesthetic. Vuori was inspired by the Southern California lifestyle – and integration of fitness, yoga, surf and life – with priorities on versatility, comfort and a modern fit.  

The Next Big Name in Activewear?

When Vuori launched, it carried only men’s apparel. The company started with shorts, but its “hero product” was its joggers, which retail for $98. Vuori prices are slightly lower but comparable to Lululemon; for example, its men’s joggers range from $98 to $128 while Lululemon’s men’s joggers range from $118 to $168. Vuori launched women’s apparel three years later with a performance jogger in 2018. While the company’s roots were in men’s apparel, the split in sales between men’s and women’s is fifty-fifty today. Vuori’s product catalog also includes accessories (socks, bags, headwear, and yoga accessories). 

Vuori is focused on sustainability through material innovation and eliminating plastics, which will be important to investors ahead of a potential IPO. The company has been a Climate Neutral Certified label since 2020, and in August 2023, Vuori introduced “BlissBlend,” a technical performance material that includes multidimensional stretch with a weightless feel; BlissBlend uses Lycra fiber technology made from 75 percent recycled materials. In January 2021, the company announced that it planned to eliminate 80% of plastics from its supply chain.

Selling to Gyms & Studios

A brand differentiator for Vuori is its diversified distribution strategy. When the company launched, it sold its products to fitness studios as a customer acquisition strategy. The company still sells through wholesale channels and brand partners including Equinox and other fitness studios, as well as to Nordstrom and REI in the U.S. The brand is also available in the U.K. through wholesale partners including Barry’s, Cotswolds Outdoors, Harrods, Equinox and Selfridges, at Breuninger in Germany, and Tmall in China. Vuori also reaches customers in Singapore, Mexico, Hong Kong and the Middle East through its brand websites.

The company also has aggressive plans to expand its store footprint, with plans to open 100 locations in the U.S. by 2026; Vuroi also reported that expansion outside of the U.S. is a key strategy for furthering the brand’s growth and profitability. Vuori has 43 stores with nearly half of its store fleet located in California and in major cities including Boston, Chicago, Dallas, Denver, Las Vegas, Nashville, New York City and Seattle. The company has launched two stores internationally – most recently a popup in Shanghai this past summer and one in London’s Covent Garden in September 2022.  

An IPO would enable Vuori to expand its retail network and international presence.

The post Activewear Brand Vuori Said To Be Mulling IPO appeared first on Athletech News.

Equinox and StockX, an e-commerce marketplace for sneakers and clothing, are collaborating for an exclusive pop-up at Equinox’s Bond Street location in New York City through the end of October.

A first look at the pop-up is planned for October 5 at Equinox Bond Street from 6 to 7:15 pm to kick off the Equinox and StockX collaboration. The event will include limited-edition StockX sneakers, apparel and collectibles. Attendees can also try Circuit Breaker, a powerful new Equinox fitness class, from 7:30 to 8:15 pm.

The Equinox members-only event is a concept of Equinox Circle, the luxury lifestyle and fitness company’s program spotlighting elite brands while delivering special access to experiences, events, content and exclusive offers.

This past May, StockX was announced as one of eight brands in the Equinox Circle debut lineup. As a result of the collaboration, Equinox members and hotel guests can access exclusive StockX events, curated products from Equinox Master Trainers and promotions.

“As part of anticipating customer needs, we are thrilled to bring our members access to expertly curated partner offerings,” said Julia Klim, vice president of strategic partnerships and ventures at Equinox. “Our members trust us to bring them the very best and now we’re delivering on 30 years of expertise.”

In addition to StockX, Equinox Circle boasts access to brands including Bezel, Blade, Dorsia, Indagare, Oura, Provenance and Thorne as partners, satisfying tastes ranging from luxury watches, travel, wellness wearables, supplements and healthy food.

The exclusive membership platform is available to club members, Equinox+ subscribers and Equinox employees.

The post Equinox, StockX Host Month-Long Pop-Up Event in NYC appeared first on Athletech News.

A New York district court judge has ruled in favor of Equinox in a lawsuit that alleged the fitness operator terminated an employee from her position as a fitness instructor based on her race. 

The judge, J. Paul Oetken, found that Equinox terminated the staff member’s employment for violating its workplace nonviolence policy and that the former employee failed to show that the firing was racially motivated.

The former employee, Dawn Parker, alleged she had suffered discrimination and wrongful retaliation under Title VII of the Civil Rights Act of 1964, that she had been subjected to a hostile work environment and that her manager and Equinox human resources director were liable to her personally under New York’s anti-discrimination laws. 

The fitness instructor, who was employed at Equinox’s East 63rd Street location in New York City, taught two fitness classes before remaining at the club to work out until closing time, at which point she “took a chance” at taking a shower after hearing an announcement that the showers were closed.

The plaintiff’s complaint alleged she was “hit with a rigged investigation” and fired after two custodial workers claimed she was violent toward them after they attempted to remove her from a gym shower after hours. The plaintiff denied pushing the custodial workers and claimed she had worked for Equinox for 13 years and was generally highly regarded by her supervisors.

Equinox’s defense was that the employee disobeyed its workplace nonviolence policy.

In a summary judgment opinion, Judge Oetken dismissed the suit, writing that Equinox demonstrated a “legitimate, nondiscriminatory reason — an investigation, presumed to have been conducted in good faith and according to normal procedures” and found that the employee violated Equinox’s workplace nonviolence policy.

Additionally, the judge stated that the plaintiff didn’t provide enough evidence to show Equinox’s investigation was biased.

More Fitness Litigation

The luxury fitness operator is no stranger to lawsuits. Equinox was ordered to pay over $11 million in damages this past May after being found liable in a race and gender discrimination trial brought forth by a fitness professional and former personal training manager, although the verdict was vacated in August, according to a court order.

Before that, an Alameda County Superior Court judge granted preliminary approval on a $36 million global settlement against the fitness operator regarding a class action settlement that applies to over 15,000 Equinox employees who worked in California between April 3, 2015, and December 31, 2022.

According to the lawsuit, Equinox didn’t pay certain personal trainers, group fitness instructors and others for all time worked. Plaintiffs also brought claims against Equinox’s meal and rest breaks policies, wage statements and other wage and hour practices.

Update: A previous version of this story didn’t include information that the $11.2 million jury verdict awarded against Equinox was later vacated by court order.

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Equinox, the luxury fitness and hospitality operator, is making big moves in the middle east, with plans to bring an Equinox Hotel to Saudi Arabia.

The brand has been tapped by Red Sea Global, a developer, to bring forth its vision of year-round integrated wellness that combines a luxurious travel experience with the well-being inspired by the Red Sea and celebrates the local culture. 

The upcoming Equinox Resort Amaala, designed by Foster + Partners, will be one of many hotels in the Amaala zone in Saudi Arabia along the Red Sea coast, marking the first phase of development at Triple Bay, where mountains and crystal-clear waters will surround Equinox’s hotel.

“Amaala is a destination that perfectly aligns with our mission of redefining luxury hospitality,” said Christopher Norton, CEO of Equinox Hotels. “Our highly differentiated resort offering will provide guests an unparalleled experience that only a brand like Equinox can deliver. We’re excited to partner with an amazing developer like Red Sea Global that has similar and strong values rooted in sustainability.”

The resort will include programming and amenities that focus on movement, nutrition and regeneration, and will offer 128 posh guest rooms and suites, culinary concepts, a beach club and spa, a magnesium salt rooftop pool and a signature Equinox Fitness Club.

Sustainability will be at the core of the design of Equinox Resort Amaala, which will be powered entirely by renewable energy and operate with a zero-carbon footprint.

Equinox first debuted its hotel concept in 2019 in New York City at Hudson Yards to reinvent luxury lifestyle travel for wellness enthusiasts with a holistic approach. The first Equinox Hotel was supposed to kick off a decade-long plan to develop 30 hotels until the pandemic put those ambitions on hold. With the pandemic in the rearview mirror, Equinox Hotels is ready to proceed. 

In a video interview with Hotel News Now last month, Norton revealed that Equinox was planning locations in the Middle East and some key cities in Europe, despite the company viewing North America as its number one development market and having purchased parcels of land in some areas that Equinox Hotels has identified as priorities.

Norton said that branded residences would be included in some future hotel locations, emphasizing that the Equinox brand encompasses many points of life where consumers buy into a lifestyle and have a shared value system around things that are important to them.

The post Equinox To Enter Saudi Arabia With Luxury Hotel Along Red Sea Coast appeared first on Athletech News.

VSL Fighting Equipment, a full-service, one-stop shop for gyms and franchises looking for branded boxing gear and fitness accessories, has seen a resurgence in strength-based group fitness, particularly boxing. 

Founded by trainer and fighter Joey Valle and Jim Lyman, VSL provides custom-branded boxing gloves for notable companies such as Equinox and RockBox.

In addition to offering a wide range of pro gloves, mitts, headgear, Hitstix and newer items such as vegan leather pro boxing gloves, punchy and colorful animal print hand wraps, and police and firefighter-inspired boxing gloves, the equipment company maintains a forward-thinking approach on how to best serve gyms and franchises.

“We’re always looking at new technologies that we can use,” said Jim McClafferty, CEO of VSL, sharing that the full-service gear company is seeing increased interest in their washable, soft-material gloves that can be placed in a washing machine and dryer. 

“That’s very appealing to some of the gyms that we work with,” McClafferty said, adding that the ability to clean and provide freshly washed gloves for fitness enthusiasts has attracted several operators.

As group fitness classes and studios gain continued traction with fitness enthusiasts and the need for equipment increases, VSL has also offered to do the warehousing and fulfillment of goods for some of its customers.

After manufacturing fitness gear to a client’s specifications, VSL conducts quality control and review of the products, repackages and relabels them before shipping them to a distribution center. This level of service allows fitness franchises to focus on their businesses.

“We take that which tends not to be a core competency — the fulfillment of product manufacturer — we take that out of their hands and we take care of that because that’s our expertise,” McClafferty said. “It allows the franchise companies to focus on what it is that’s important to them – satisfying their members, making sure that the members are having a good experience and expanding the footprint and supporting their franchisees.”

McClafferty sees a missed opportunity for many fitness franchises and gyms, one that businesses shouldn’t overlook.

“There’s a large revenue stream available in addition to just the monthly membership fees that they have. It’s actual product sales,” McClafferty points out. “And when you look at boxing equipment, a lot of the gyms are adding boxing classes to the offerings that they have. There’s a huge opportunity there for additional revenue for them by selling the product to the individual members.”

McClafferty also sees a significant opportunity to provide branded gloves to businesses to expand brand awareness and visibility.

“It’s an opportunity for (fitness operators) to continue to expand the brand,” he said. “If I’m walking around with a pair of boxing gloves that say ‘Equinox’ on them, it’s more brand exposure for Equinox outside of the studio.” 

As for the popularity of strength training and boxing programs, McClafferty notes that it’s exploded in the last couple of years. 

“When gyms started opening up again, we saw a resurgence,” he said. “We saw people going back to the gym and I think the popularity of boxing continued to grow. So there’s a lot of people and a lot of gyms that are adding those capabilities to their gyms that they didn’t have before.”

McClafferty says that the fitness enthusiasts who participate in boxing run the gamut from moms going to the gym during the day while their kids are in school to those training to compete in charity events. 

Overall, McClafferty says it’s VSL’s expertise that enables fitness businesses to be free from having to deal with manufacturers, shipping and quality control.

“We take all those hassles out of their hands so they can focus on what is really their core company and building a footprint,” he said. “(They) don’t have to worry about, you know, what happened to that batch of gloves? Is it on the shipping container? Is it stuck in customs? The thumb is not the same way on this one as it was from the last time that I bought it. We handle all that stuff for them. When it comes in, they get their products on time in pristine condition and they can focus on what they need to focus on.”

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Founded in 2011, Hyperice is one of the pioneers and leaders of the rapidly growing recovery space. The recovery technology company’s products can be seen on the sidelines of the biggest sports leagues in the world, in fitness facilities and wellness studios, and in the homes of athletes and everyday consumers alike. 

Hyperice CEO Jim Huether has been the driving force behind much of that growth since he took over in 2015. Under Huether’s stewardship, Hyperice raised $48 million in Series A funding in 2020 at a valuation of $700 million and has signed numerous deals with high-profile athletes and leagues including the NBA and NFL. 

At the same time, Hyperice has made fitness and wellness a priority. The brand has partnerships with some of the biggest fitness brands in the world, including Equinox, Life Time and Xponential, where its products are used to help members recover from their workouts and generally get more out of their wellness experience. 

Huether spoke with Athletech News about a range of topics, including how Hyperice has leveraged its relationships with top athletes, how its products can be used to help fitness facilities provide a better experience for their members and where the dynamic recovery space may be heading in the near future.

The following conversation has been lightly edited for clarity and brevity 

Athletech News: What’s been behind Hyperice’s impressive growth over the past decade?

Jim Huether: Our commitment to innovation is a differentiator for the company and is part of our ethos. By innovation, it’s not just that we work relentlessly to develop the best products. It’s also innovation around how we create new processes and how we approach strategic partnerships, like we have with the NBA, to bring them to life in a unique way. We define the word innovation within our organization as thinking outside the box, being ultra creative and trying to find interesting ways to bring our products and technologies to life for the everyday consumer.

Also, our relationships with some of the world’s best athletes, sports-performance experts and fitness experts have allowed us to see around the corner on product development. We have a unique level of access to training rooms and to some of the leading minds in the physio and sports performance space. Many top athletes are investors in Hyperice and they work with us on product development and innovation, giving us amazing feedback. Patrick Mahomes had the very first Hyperice X that we ever made. Erling Haaland is testing a new product for us right now that’s going to launch in 2024. We take those (athlete) learnings and apply them to our consumer products.

ATN: Hyperice is well-known for its roster of athlete investors and its partnerships with leagues like the NBA and NFL. Why has sports been a priority for the company?

JH: It started authentically because our founder, Anthony Katz, had a connection with Kobe Bryant, who helped popularize our first Hyperice device way back in the early stages of the company. So we’ve always had that relationship with the athlete. But as time went on, we learned that athletes can be a huge contributor to product development. Our model, where we bring on pro athletes to invest in the company, is also important. As opposed to traditional sponsorships where you pay the athlete, they take an equity interest in helping us grow, which incentivizes them to help drive awareness. 

The league deals gave us a lot of exposure and credibility early on as a company because you could see our products on the sidelines. People associate Venom technology, for example, with the NBA. We were able to use our partnerships with sports leagues and the associated media and TV exposure to amplify our message early on. 

ATN: How does Hyperie strike a balance between designing products for high-performance athletes compared to everyday consumers? 

JH: The mission of the company is to help everyone on Earth move and live better. We started out in sports performance, and we still address that market. Sports – pro, college and youth – represents about 7% of our total revenue. But the big opportunity is to help every human that moves. You’ll see different lines within our product mix. The Pro product generally has the most features and is meant for athletes. Our Go product line is for the everyday user who’s traveling or using Hyperice day-to-day as part of their lifestyle.

ATN: Hyperice is highly involved in the fitness space. How can gyms and studios use Hyperice products to better engage their members?

JH: We have strategic partnerships with some of the biggest names in fitness, including Xponential, Equinox, Life Time, LA Fitness, Crunch and UFC Gym. Hyperice products really elevate the (in-gym) experience. If you can recover faster, perform better and live a healthier lifestyle through the use of our technologies, you’re going to more thoroughly enjoy your experience at the gym. 

It also really helps with usage because when people feel like their bodies are fully recovered and fully healthy, they’re going to utilize the facilities more often, engage in more classes, engage in those classes more thoroughly and just generally enjoy their experience more. So Hyperice products are not just an added service that can generate revenue for the business and draw new people in as a differentiator, they also elevate everything else the gym or facility is offering. It’s very experiential but it’s very value-added. That’s one of the reasons we’ve seen such a big adoption in the fitness community.

ATN: Why did Hyperice partner with Whoop? What excites you about the relationship between wearables and recovery? 

JH: I’ve known Will Ahmed, the founder and CEO of Whoop, for around seven or eight years now. He a progressive, innovative mind, and Whoop has been relentless in its approach to disrupt the wearable technology market. They have such a good handle on data and what’s happening with the human body, and we have technologies that can improve the data and move the data in one direction or another. With Whoop, we’re tracking how our technologies impact sleep, performance and soon, longevity, which is a big value-add for the user. For example, if your recovery score is X and you slept this amount of hours and your body is fatigued because you had a three-mile run, using the Hypervolt or Normatec can improve your analytics around recovery and health. 

We also connect to the Apple Watch, Strava and Garmin. We’re working closely with those entities to provide the consumer with something interesting around data and technology. We have a technology called HyperSmart, which is an app that reads and interprets your personalized activity and recommends specific routines with our products based on your activity. If you ran three miles, your heart rate was X, you slept a certain amount of hours and you love tennis, HyperSmart will be able to provide you with a specific routine based on your analytics and, eventually, with a piece of content from your favorite tennis player.

ATN: Why did Hyperice decide to get involved in the mental wellness space with the acquisition of Core?

JH: We’ve had so many athletes and fitness experts tell us that mental recovery is just as important as physical and that they’re symbiotic. Rory McIlroy and Naomi Osaka, who are on our athlete roster as investors, are both big advocates for mental health. They felt Hyperice could do a good job in the mental wellness space. 

But we wanted to do it in an innovative way that was (true to) us. So we made the acquisition of Core in 2021 and brought it into the Hyperice ecosystem. Core has also introduced us to biometrics because it measures your heart rate and your body’s physiological response to meditation and breath training. So we’re now able to offer a holistic solution between mental and physical.

ATN: How do you see the recovery space evolving over the next 5-10 years?

JH: We’re in the very early stages. It’s an exciting space that is going to get very, very big. We love how the ecosystem is expanding. There’s a lot to do around data and biometrics, and recommendations on things you can do to improve your overall health. I also think corporate wellness is going to expand.

The emergence of recovery and wellness rooms and facilities is going to continue to grow to where they become the standard. You’re seeing leading fitness players now integrate recovery and wellness rooms into their facilities. So you’ll have add-on services, some of them paid, some of them free as value-adds. I think we’re going to see tens of thousands of recovery rooms and services throughout the world. We’re starting to see some expansion in the European markets now around recovery rooms. It’s going to be fun.

The post Hyperice CEO on the Future of Recovery, How Gyms Can ‘Elevate’ the Member Experience appeared first on Athletech News.

If you’ve ever been enamored by a piece of health and wellness tech, whether an immersive digital app or a futuristic connected rowing device, there’s a decent chance SweatWorks helped create it. 

Founded by Mohammed Iqbal in 2012, the fitness technology agency has worked with brands including Equinox, Nike, Bose, SoulCycle, Strava and Beachbody, to name just a few.

SweatWorks partners with brands on software and hardware, giving the agency and Iqbal unique insights into the technological trends shaping the fitness industry. It’s also made SweatWorks a heavy hitter in the industry, with a rock-solid network that extends into big tech. 

“If we need to get an app approved urgently on the App Store, we know who to call at Apple,” Iqbal tells Athletech News. “If you have an issue with the Garmin App, which we created, we can go right to the person who wrote the software.”

Iqbal sat down with ATN for an exclusive, one-on-one interview to share his thoughts on how technology is changing fitness and what those developments will mean for big players like traditional gyms and connected fitness companies. 

Athletech News: How did the pandemic change the way the fitness industry uses technology?

Mohammed Iqbal: The pandemic really brought the attention of engagement on digital to the forefront. It pulled the industry forward at least five years in terms of growth and development. Because we were stuck on our own and couldn’t interface with our community, our adaptation as digital consumers happened at a quicker pace than anyone would’ve thought. So when people came back (to gyms), they were maybe used to riding a Peloton at home, now they’re going into the gym and riding a stationary bike, and it feels archaic. It feels like it’s “dumb technology.”

So what do we find today? People at gyms are using some kind of third-party app, usually following some sort of program. Maybe they have an Apple Watch or an Oura Ring, or maybe it’s just an app on their phone that allows them to do a challenge with their coworkers. The digitization of fitness and wellness has driven some of the innovations that we’ve seen over the last couple of years.

ATN: What major trends are you seeing in the fitness industry post-pandemic?

MI: First, the connected fitness direct-to-consumer market is decimated, outside of the already established companies like Peloton, Tonal and maybe some of the other big ones. The valuations for these companies are being reset to become more down-to-earth.

As a result, brands that are fitness-modality focused are struggling to acquire and retain members. Whereas those who are offering personalized, wellness-focused programs, such as Pvolve, will continue to attract a healthy TAM.

The second thing is, we went through this era, almost like what the pharmaceutical industry does with drug ads for things like restless leg syndrome. You watch those commercials and you’re like, “Oh yeah, that’s me, my leg is restless.” Not really, everyone on the planet feels like that. The fitness industry was a bit like that, where we created products for a problem that didn’t really exist. I’m seeing us trend away from that.

We’re also starting to see companies move away from point offerings, so instead of offering a gym membership or a connected bike, they’re going to offer a wellness ecosystem. That’s a really big shift. Now, if you’re a gym, like a Life Time, for example, you’re going to bring in, digitally and physically, nutrition, supplements, therapy and mindfulness, all those features.

There’s also fitness subscription fatigue. The average consumer today has about 14 paid subscriptions on their phone. The number for fitness consumers is probably higher than that. Especially since we’re in a recession or entering a recession, people are more conscious. They’re deleting subscriptions and they’re finding the one app or place where they want to be. As a result, companies are building out wellness ecosystems.

ATN: Which fitness companies are best positioned to thrive in the wellness ecosystem era?

MI: I view it in three buckets: big tech, large gym locations and healthcare.

If you look at Apple Health, it’s already kind of the central repository of data. You may see Apple Health being a kind of middleman, collecting data from everywhere, and passing it along to those companies.

I definitely see the large gyms playing a big role. Look at what Planet Fitness has done with their app, because they hold the relationship with the customer. You go see a doctor maybe once a year, but you go to the gym three times a week or more. So the gym is very present, especially if you don’t (physically) go to work. Many people go to the gym more often than the office. Before the pandemic, a lot of that relationship and emotional connection to the community might have resided in the office. Today, it’s transferred to the gyms. So I think the large gym chains hold the keys to that ecosystem. The smart ones, the ones that embrace technology and understand where the industry is going, are going to be the ones that control the narrative.

And the third is health insurance companies. They recognize they have to embrace change, and they’re going to pay a lot more attention to preventative measures than they ever have before. 

ATN: Which fitness companies could struggle in the wellness ecosystem era?

MI: I think we’re going to see companies, especially some connected fitness companies, not be around for too much longer. Some companies are really struggling with valuations, struggling just to bring new members in. It’s because their value proposition isn’t strong enough yet. Those companies need to find ways to commercialize their products and access new distribution channels.

ATN: What can fitness brands do to stay competitive?

MI: Interoperability is key. Look at Oura Ring, which, if you think about it, is subscription-based. Membership is $6 per month. Oura Ring gives you insights, but it doesn’t tell you what to do. What they’ve started to do is build integrations, so now they allow a bunch of companies to pull data and help personalize their experience. I think that’s what needs to happen. We need to break down these silos.

Interoperability is the key theme that we continue to see happening. I know companies might not be in favor of it, but they have to do it, because if they don’t, they’re going to become obsolete. 

Another part is AI. Data is the new oil, and AI can help companies make sense of the data they’re collecting. AI has been a great partner in helping us ingest, collect and analyze all the data we’re collecting.

At SweatWorks, we’re also using AI to personalize. Let’s say you had a horrible night’s sleep and you’re supposed to do a five-mile run. Maybe you do a three-mile run instead and you focus on recovery. We can use AI to help with those types of recommendations. For personal trainers, AI is going to give them deeper insights into their clients. Also, for those that can’t afford to spend $100 per session on a personal trainer, it’s understanding how AI can be helpful for them, so they’re not just following a standard strength program, but one that’s really personalized for their needs. AI can be a great tool there.

The post SweatWorks Founder Mohammed Iqbal on the Future of Fitness appeared first on Athletech News.