November 3, 2016

Inside Equinox Gym's Perfectly Fit World (and Top-Secret Club)


In the beginning, there were gymnasiums. Open spaces in ancient Greece where men trained, often nude, to compete in public games. Now, there is Equinox, a gym that brings the men and women of cities’ top tax brackets under one roof and strips the gym experience of the greasiness and odor. Folks will pay almost any amount of money to achieve the level of luxury they feel suits their lifestyle. Nobody has understood this better than Equinox, which has brought the innocent gymnasium to its evolutionary peak: the E club.

You can't lift with us.

Topics: Experience and Service Design, Culture, Luxury