US-based luxury fitness brand Equinox has announced plans to open a range of luxury hotels targeted at affluent, health-conscious travellers.
The company, which has 75 high-end fitness clubs around the world, will open its first hotel in New York in 2018, followed by a Los Angeles location in 2019. The Manhattan hotel will feature 60,000 sq ft of gym space – the brand's largest yet – alongside indoor and outdoor swimming pools.
"We are appealing to the discriminating consumer who lives an active lifestyle and wants to have that as a hotel experience," Harvey Spevak, chief executive of Equinox, told the Wall Street Journal.
Gyms have become luxurious, exclusive lifestyle hubs as affluent consumers pursue fitness as a status symbol. These consumers – often young, ambitious millennials – treat looking after their bodies as a lifestyle statement. Find out more in Gen Y: Beauty Meets Wellbeing.
Meanwhile, Responsive Hotels explores how high-end hotels are creating new services catering for gym-hungry residents. For example, at the Westin Copley Place in Boston, US residents can hire New Balance sports kits for the duration of their stay, while the Ink48 hotel in New York offers a "runner's amenity kit", including a map, a pre-loaded iPod shuffle and a running belt packed with a water bottle and energy bar.
Look out for more on the rise of luxury wellness in our new Macro Trend New-Era Luxury, coming soon to the site. In the meantime, register to attend our Innovation Forum in London on May 7 for a first-hand insight into today's luxury market.