Equinox Goes All-in on Omnichannel Fitness


Equinox is touting digital workouts even as gym visits bounce back to pre-pandemic levels.

Warm-up. Equinox has 100 luxury health clubs globally and owns SoulCycle, Blink Fitness, and Equinox Hotels. In 2020, as gyms shuttered, the company’s losses topped $350M.

Accelerating its digital efforts, including Equinox+ and the SoulCycle at-home bike, Equinox landed an investment from private equity firm Silver Lake in early 2020.

Work out. According to Equinox president Scott DeRue, its omnichannel efforts are paying off, adding“Our business today is stronger than it’s been at any point since March of 2020.”

  • Weekly check-in volume at gyms is the highest it has been since COVID started.
  • Over the last eight months, Equinox’s sales outperformed the same period in 2019.
  • 30% of Equinox+ digital content is streamed while attending one of its clubs.

IPO? Last year, rumors of a public offering via SPAC merger swirled, but DeRue said Equinox has no plans to pursue a SPAC at this time.

Looking ahead: As the fitness industry tries to find its footing, it’s becoming increasingly clear that consumers prefer a combination of digital and IRL exercise. Moving toward a hybrid future, add Equinox to the list of operators who hope to provide the best of both worlds.

Get the latest health and fitness industry news

Keep up with industry news, trends, investment activity, and job openings — in one weekly newsletter.

    No thanks.