Exercise Professionals - Equinox home fitness launch overshadowed by Trump furore ...
20 Aug 2019 Exercise professionals: News, jobs and training
 
 
HOME
JOBS
NEWS
FEATURES
PRODUCTS
FREE DIGITAL SUBSCRIPTION
PRINT SUBSCRIPTION
ADVERTISE
CONTACT US
Sign up for FREE ezine
Latest news

09 Aug 2019

Equinox home fitness launch overshadowed by Trump furore
BY Tom Walker

Equinox has revealed plans to launch a multi-brand digital fitness platform later this year

Equinox has revealed plans to launch a multi-brand digital fitness platform later this year

The backlash over billionaire Stephen Ross' fundraiser for Donald Trump's 2020 presidential campaign has overshadowed a major announcement by premium fitness operator Equinox.

Ross – who as chair of Related Companies is the ultimate owner of Equinox – is throwing a US$100k-$250k-a-ticket bash in support of the controversial president. The news of the party provoked a furious response from members of Equinox and SoulCycle – the indoor cycling studio chain owned by Equinox.

The timing of the #BoycottEquinox campaign – which has been trending across social media – resulted in the company's announcement of an at-home digital venture to rival the likes of Peloton going largely unnoticed.

Just hours before the furore caused by Ross' links to Trump, Equinox had revealed plans for the multi-brand digital fitness platform – which it plans to launch later this year.

The as-yet unnamed platform is set to offer a digital membership to premium content created within the company's ecosystem of brands – including Equinox, SoulCycle and Precision Run – as well as personalised programming from top instructors in the world, across multiple types of workouts.

The platform will be designed to work across the brands' physical locations, as well as digitally wherever users choose to train.

The platform will leverage nearly 300 physical locations, with more than 6,000 instructors delivering custom programmes and coaching. It will also feature content from PROJECT by Equinox, offering members "a first look at emerging fitness trends and instructors".

Significantly, the digital offering will be complemented by the launch of commercial-grade equipment, including a custom SoulCycle bike designed for at-home use and a proprietary Woodway treadmill exclusively created for Precision Run.

The venture will be headed by Jason LaRose, who was appointed CEO of Equinox Media earlier this year to devise and lead the strategy for the digital project.

LaRose, speaking before the news of Ross' links to Trump had emerged, said: "We know from listening to our members, riders and runners that they want a hybrid of digital and in-person experiences, craving both the community environment of our clubs and studios, as well as always-on digital options.

"This platform redefines what it means to be a 'member' of the Equinox community in the 21st century, and gives members more flexibility than ever before and complete autonomy over their fitness routines."

He added that the official name and branding is currently being created.

The full public launch is slated for early 2020, with an invitation-only launch of the platform being offered to select individuals "in the fall of 2019".

The at-home equipment for SoulCycle and Precision Run will be made available for purchase by the end of 2019.

Melanie Whelan, CEO of SoulCycle – who just hours after the launch of the digital venture was forced to issue a statement distancing the brand from Ross – also spoke at the unveiling of the at-home platform.

"SoulCycle's devoted, loyal community wants the best of all worlds – a rich studio experience and a digital complement for when life demands it," she said.

"Our digital experience will launch as part of this first-of-its-kind, multi-branded content platform. We couldn't be more excited for riders everywhere to be able to access our immersive, music-driven, choreography-based, signature SoulCycle class starring our world class talent."

Equinox Group's ecosystem of brands currently includes Equinox, Equinox Hotels, SoulCycle, Precision Run, Blink Fitness, Furthermore, PROJECT by Equinox, E by Equinox, Pure Yoga and Equinox Explore.

In a joint statement, they said: “Neither Equinox nor SoulCycle have anything to do with the event later this week and do not support it. As is consistent with our policies, no company profits are used to fund politicians.”



Connect with
Exercise Professionals
Magazine:
View issue contents
Sign up:
Instant Alerts/zines

Print edition
 

News headlines
'Anti-franchise franchise' Fit Body Boot Camp plans 200 new locations
'Anti-franchise franchise' Fit Body Boot Camp plans 200 new locations   19 Aug 2019

Fitness franchise Fit Body Boot Camp has revealed that it has more than 200 new locations under development. Founded in 2009 by entrepreneur Bedros .... more>>
Blurring the boundaries of retail and fitness: DW Fitness First launches kit and collect service
Blurring the boundaries of retail and fitness: DW Fitness First launches kit and collect service   16 Aug 2019

DW Fitness First has launched its new Kit & Collect service, aimed at increasing secondary revenue at its clubs by "turning its changing rooms into .... more>>
The Lancet: social media preventing teenagers being physically active – and affecting their mental health
The Lancet: social media preventing teenagers being physically active – and affecting their mental health   16 Aug 2019

Teenagers' 'incessant' use of social media is radically reducing the time they spend sleeping and exercising – and could have a detrimental effect on .... more>>
Wattbike secures BUPA deal – will provide 30+ clinics with indoor cycles
Wattbike secures BUPA deal – will provide 30+ clinics with indoor cycles   15 Aug 2019

Wattbike has secured a deal to supply more than 30 Bupa Health Clinic sites across the UK with its indoor bikes. The partnership deal will see .... more>>
YourZone45 secures round two funding – acquires London studio
YourZone45 secures round two funding – acquires London studio   14 Aug 2019

Fitness franchise YourZone45 has concluded a second round of funding, as it prepares to expand its footprint on the UK market. “This second round .... more>>
Active Nation expands budget portfolio with acquisition of énergie site
Active Nation expands budget portfolio with acquisition of énergie site   13 Aug 2019

Leisure trust Active Nation has expanded its portfolio of budget gyms with the acquisition of a former énergie Fitness site in Ormskirk, Lancashire. .... more>>
Company profile


Technogym

Technogym provides a complete range of best-in-class cardiovascular, strength and functional equipment for both professional and home use.

View full profile>>

Catalogue gallery


Featured Supplier

Hand Picked Hotels launches The Hive to improve work/life balance for employees

Hand Picked Hotels launches The Hive to improve work/life balance for employees

Independent country house hotel group, Hand Picked Hotels, has partnered with Reward Gateway to launch a new bespoke interactive platform. More>>




in this issue

• Bridges acquires énergie Fitness
• Huw Edwards named CEO of ukactive
• Horniman Museum revamp plans unveiled



Latest jobs

Jobs Search



Personal Trainer / Fitness Trainer
Salary: 100% of your PT earnings
Location: Kidderminster, UK
Company: The Gym Group
Personal Trainer / Fitness Trainer
Salary: 100% of your PT earnings
Location: Colliers Wood, London, UK
Company: The Gym Group
Personal Trainer / Fitness Trainer
Salary: 100% of your PT earnings
Location: Sherwood, Nottingham, UK
Company: The Gym Group
Personal Trainer
Salary: 100% of your PT earnings
Location: Ilford, UK
Company: The Gym Group
Diary dates
Powered by leisurediary.com




03 Sep 2019

Spa Business Bootcamp Course

Laico Hotels & Resorts Regency, Nairobi, Kenya


05 Sep 2019

Spa Business Bootcamp Course

Sarova Whitesands Beach Resort & Spa, Mombasa, Kenya



Health Club Management magazine 2019 issue 8
Health Club Management
2019 issue 8

View issue contents
View on turning pages
Download PDF
  Fitness foresight:
From vegan gyms to balance training, HCM editor Liz Terry looks at fitness trends that could impact your business More>>
  India: A true partnership
David Lloyd Leisure has partnered with local operator Talwalkar’s Health Clubs to open a new leisure club in Pune, India. We speak with both operators More>>


Health Club Management magazine 2019 issue 7

Health Club Management
2019 issue 7

View issue contents
View turning pages
Download PDF
  Finance: Get funded
Is the UK boutique fitness sector capable of attracting the funding it needs? Alicia Whistlecroft from Deloitte takes a look at the level of opportunity More>>
  HCM Celeb: George Foreman III
George Foreman III – son of the heavyweight prizefighter – is expanding his US-based boxing gym business, and plans to have 20 sites open by 2020 More>>


Published by The Leisure Media Company Ltd Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ. Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd