If it ends up being successful, and we don't see any red flags why it wouldn't be, Equinox will have a value proposition not many travel brands can touch: an exclusive place to work out, sleep, and explore the world.
When Equinox opens its first line of hotels in 2019, it will also enter another travel industry sector by rolling out multi-day luxury tours around the world next April.
New York-based Equinox has partnered with Leah Howe, formerly of Toronto-based Butterfield & Robinson, and New York’s Van Wyck & Van Wyck, on its new tours product, which Equinox fitness club members, hotel guests, and other travelers can book.
Equinox will offer U.S. domestic and international tours that were conceived with its membership in mind, according to a statement from the company.
The new tours, which Equinox is calling bespoke travel experiences, will launch next April with a summit-chasing adventure in Morocco. The company has eight to 15 tours planned for 2019.
Equinox will also offer customized trips and urban retreats based on an individual or group’s unique fitness and lifestyle goals. Trips will vary from physically intense adventures such as an Ethiopian journey that traces the birth of elite running to jet-serviced Adirondacks high-alpine hiking, to regenerative and mindfulness excursions to exquisite locales such as India.
Of course, each tour will include some type and level of fitness programming.
Equinox is already recognized globally as a brand that its members turn to transform various aspects of their lives and the company’s expansion to tours and activities is a natural extension of its current value proposition, said Harvey Spevak, executive chairman and managing partner, Equinox, in a statement.
“Equinox single-handedly invented the concept of fitness-as-lifestyle nearly 30 years ago, and now we are expanding our purview to include active, covetable experiences that empower our discerning members to connect with the world—and themselves,” said Spevak.
Equinox currently has 94 fitness clubs across the U.S., Canada, and London. The fusion of travel and wellness has already been happening for years, but Equinox may be on to something when it starts to show travelers next year how they can explore the world using their fitness programming and regimens at fitness clubs.
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Photo credit: Equinox will launch multi-day tours to destinations around the world next year as it also prepares to open the first line of its hotels in 2019. Equinox