'Optimize by Equinox' is a personalized health program that includes everything from personal training and nutrition to sleep coaching and massage therapy.
High-end fitness chain Equinox is launching a $40,000-per-year program aimed at improving overall health and longevity.
Equinox is teaming up with lab-test startup Function Health to launch "Optimize by Equinox," a personalized health program that includes everything from personal training and nutrition plans to sleep coaching and massage therapy. The program, announced Monday, is part of the fast-growing market for longevity and wellness, where the fields of medicine, biotech, fitness and nutrition are merging in the quest to slow the effects of aging.
An Equinox "concierge" pulls all the tests and data together and helps the member design a personalized plan to improve their overall health and fitness. Each member will have a core team that includes a fitness trainer, a nutrition coach and sleep coach as well as a massage therapist. The move will mark a major test of Equinox's continued efforts to expand beyond fitness into the broader health and wellness business, which has become a booming market among the affluent.
Klim said Equinox has always focused on "the four pillars" of longevity: movement, regeneration, nutrition and community.
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