By Isnaini Azizah 
According to Harvey Spevak, Equinox’s executive chairman, the "Optimize" program has tapped into an "insatiable" demand among high-net-worth individuals for products and services that promise not just fitness, but an extension of the human healthspan. Speaking to Inside Wealth, Spevak noted that the waitlist for the $3,300-per-month program continues to grow, signaling that for the modern elite, the most valuable asset is no longer a watch or a car, but one’s own physiology. "Health is the new luxury," Spevak asserted, positioning the brand at the center of what economists call the "experience economy." In this new paradigm, the most sought-after experiences are those that facilitate a "high-performance lifestyle," integrating every facet of daily existence—from the food one consumes to the quality of one’s REM sleep.
The Optimize program is a meticulously engineered ecosystem of health management. For the $40,000 annual fee, members receive a suite of services that would traditionally require coordinating between a dozen different specialists. The membership includes intensive personal training, bespoke nutrition plans, sleep coaching, massage therapy, and the oversight of a dedicated "health concierge" who ensures all components of the program are harmonized. However, the true engine of the Optimize membership is its partnership with Function Health, a laboratory testing company. Through this collaboration, members undergo extensive bloodwork twice a year, testing for 100 different biomarkers. These markers cover everything from heart health and hormonal balance to metabolic function and nutrient levels. The resulting data serves as a biological blueprint, allowing Equinox’s team of experts to tailor fitness and lifestyle protocols with surgical precision.
This shift toward "precision wellness" is reflective of a broader global trend. The Global Wellness Institute (GWI) estimates that the global wellness economy will reach nearly $10 trillion by 2030, a staggering increase from its $6.8 trillion valuation in 2024. This growth is being fueled by an aging population of millionaires and billionaires who are increasingly preoccupied with the concept of longevity—the idea that through "biohacking" and advanced medical diagnostics, one can delay or even reverse the biological markers of aging. This movement has been popularized by figures like Bryan Johnson, who reportedly spends millions annually on a rigorous longevity protocol, and Dr. Peter Attia, whose work on "Medicine 3.0" emphasizes preventative, data-backed interventions. Equinox is effectively commercializing these high-level scientific concepts for a broader, albeit still very wealthy, audience.
Spevak’s vision for Equinox extends far beyond the walls of its 115 existing fitness clubs. The company is aggressively transforming into a holistic lifestyle brand, expanding into hospitality and specialized medical services. The opening of the Equinox Hotel in Manhattan’s Hudson Yards in 2019 served as the proof of concept for this expansion. The hotel is designed as a temple of "regeneration," featuring rooms optimized for sleep, a 15,000-square-foot outdoor leisure pool, and a 25-yard indoor saltwater pool. It also houses an IV-drip lounge, which Spevak revealed has already become a "seven-figure business" in its own right. The success of the Hudson Yards location has paved the way for international expansion; a second hotel is slated to open in Saudi Arabia, a country currently investing billions into luxury tourism and wellness infrastructure as part of its Vision 2030 initiative. Spevak anticipates that the Equinox hospitality portfolio will grow to approximately a dozen hotels within the next seven to eight years, with planned locations in the Caribbean, the Middle East, and additional major U.S. cities.
The physical footprint of the fitness clubs is also expanding. Despite already being the largest retailer in New York City by square footage, Equinox has plans to add 40 more clubs to its roster. This expansion is strategically targeted at high-growth markets where wealth is concentrating, including Nashville, Tennessee; Charlotte, North Carolina; Toronto; and various locations across South Florida. These regions have seen a massive influx of high-net-worth residents in the post-pandemic era, creating a vacuum for high-end wellness infrastructure. By embedding itself in these markets, Equinox is not just providing a place to work out; it is providing a community hub for the "performance elite."
In addition to the Optimize program, Equinox is diversifying its offerings to address specific demographic needs. One such initiative is EQX ARC, a personalized program specifically designed for women. Recognizing that female health journeys involve unique physiological stages—from hormonal cycles to menopause—EQX ARC utilizes diagnostics, wearable data, and specialized coaching to provide a tailored health strategy. Like the Optimize program, EQX ARC already boasts its own waitlist, further proving that the demand for personalized, data-centric health solutions is universal across the luxury demographic.
The financial performance of Equinox remains a point of significant interest for market analysts. While the company is private and does not publicly disclose its full financial statements, Spevak characterized 2025 as a "record year" and expressed even higher expectations for 2026. This optimism is backed by the company’s ability to command premium pricing in an era where many traditional retail sectors are struggling. The "membership-as-a-service" model, particularly at the $40,000 price point, creates a highly predictable and lucrative revenue stream that is relatively insulated from broader economic volatility. Furthermore, Equinox has become a magnet for other high-end consumer brands looking to enter the wellness space. Spevak noted that numerous luxury companies are seeking partnerships with Equinox, recognizing that the brand holds a unique "authority and brand equity" in the health sector.
The sociological implications of the $40,000 gym membership are profound. In decades past, luxury was defined by conspicuous consumption—owning things that others could see. In the current era, luxury is becoming "inconspicuous" and internal. It is defined by the glow of one’s skin, the efficiency of one’s metabolism, and the ability to maintain peak cognitive and physical performance well into one’s 70s and 80s. This "biological status" is much harder to achieve than simply buying a luxury handbag; it requires discipline, data, and, increasingly, a massive financial investment. Equinox’s Optimize program is the ultimate facilitator of this new status.
Critics of the trend point to the widening "wellness gap," where life-extending technologies and high-level health diagnostics are only available to the ultra-wealthy. However, proponents argue that the innovations pioneered by brands like Equinox and Function Health will eventually "trickle down" to the mass market, much like safety features in luxury cars eventually became standard in all vehicles. For now, Equinox is focused on the "tip of the spear"—the consumers who are willing to pay any price to optimize their biological potential.
As the company rolls out the Optimize program from its initial launches in Los Angeles and Dallas to its home turf in New York City, the focus remains on the integration of technology and human expertise. The use of wearables to track heart rate variability (HRV), sleep stages, and daily activity levels allows Equinox coaches to adjust a member’s program in real-time. If the data shows a member is under-recovered, their high-intensity interval training (HIIT) session might be swapped for a restorative yoga class or a session in the cryotherapy chamber. This level of responsiveness is what justifies the $40,000 price tag for its members.
Ultimately, Equinox’s trajectory reflects a world where the boundaries between healthcare, fitness, and hospitality are blurring. The company is no longer just a gym; it is a "human performance company." As Spevak looks toward 2026 and beyond, the goal is to deepen the brand’s presence in every aspect of the consumer’s life. Whether it is through a blood test, an IV drip, a hotel stay, or a personalized workout, Equinox is betting that the wealthy will continue to prioritize their longevity above all else, cementing health’s position as the ultimate luxury of the 21st century.