Equinox Hotels is heading south.
What’s happening: Premium fitness company Equinox Group will break ground on a five-star fitness hotel in Nashville next year.
At your service. After announcing its first health club in the city, Equinox is doubling down with a luxury hospitality play.
Anchoring a three-tower, $1B development, the project will include 245 wellness-optimized hotel rooms, 239 condos, and 480 apartments, with access to an 18K-square-foot gym and spa, rooftop pool, and green spaces.
Checking in. Since launching its first NYC hotel in 2019, Equinox Hotels has leaned into the $1T+ wellness travel market, adding a sleep lab, menopause treatments, and Aescape robotic massages.
But expansion has been sluggish. Aiming for 33 hotels in 10 years, the brand has faced delays, with Saudi resorts stalled and US sites in limbo. Meanwhile, its NYC flagship is reportedly up for sale.
Punchline: Wellness travel is heating up. As SIRO, Canyon Ranch, and The WELL gain ground, Equinox needs to pick up the pace.
