In an era where wellness is becoming a status symbol, Equinox’s $40,000 annual membership now has a waiting list, according to chairman Harvey Spevak. The eye-popping price tag hasn’t deterred interest—in fact, it has fueled it. More than 1,000 prospective members are reportedly lined up for a spot in the company’s most exclusive offering, signaling that high-end health optimization is quickly becoming the ultimate luxury purchase.
A $40,000 Commitment to Peak Performance
Launched in 2024, the “Optimize by Equinox” program is among the priciest fitness memberships in the world. But it’s far more than access to a gym floor. The annual package includes:
Personalized training programs
Advanced nutrition coaching
Sleep optimization strategies
Massage therapy sessions
A dedicated “health concierge”
Comprehensive lab diagnostics
The goal isn’t simply physical fitness—it’s total lifestyle optimization. Members receive a tailored blueprint designed to maximize performance, longevity, and overall vitality.
According to Harvey Spevak, demand for the program underscores a powerful shift among affluent consumers. As he put it, “Health is the new luxury.” For today’s high-net-worth individuals, the ultimate status symbol isn’t just travel or fashion—it’s longevity and sustained high performance.
Why the Wealthy Are Spending Big on Wellness
The luxury wellness surge isn’t happening in isolation. The global wellness economy is expanding rapidly, with projections estimating it could approach $10 trillion by 2030—up sharply from $6.8 trillion in 2024. An aging population of millionaires and billionaires, combined with advancements in biotech, diagnostics, and personalized medicine, is fueling a spending boom in preventative health.
Wealthy consumers are increasingly prioritizing:
Lifespan extension
Preventative healthcare
Data-driven performance tracking
Personalized lifestyle programming
Equinox is positioning itself at the center of this movement, aiming to become the dominant luxury brand in the health optimization space.
Beyond the Gym: A Lifestyle Empire
What began as a high-end fitness chain has evolved into a broader lifestyle ecosystem. Equinox now operates 115 fitness clubs, with plans to add 40 more across cities including Nashville, Toronto, Charlotte, and South Florida.
The brand has also entered hospitality. Its first hotel opened in 2019 at Hudson Yards in Manhattan. A second property is set to debut in Saudi Arabia, and leadership anticipates nearly a dozen global locations—spanning the Middle East, the Caribbean, and the U.S.—within the next seven to eight years.
Inside its Hudson Yards hotel, the company’s IV drip lounge has already become a seven-figure business, reflecting how luxury wellness services are resonating strongly with affluent travelers.
Data-Driven Health Optimization
A major differentiator for Optimize members is access to advanced diagnostics through Function Health. Participants receive testing for approximately 100 biomarkers twice a year. These detailed results help shape individualized fitness, nutrition, and recovery strategies.
The program has already launched in Los Angeles and Dallas, with plans to expand to New York. By integrating laboratory science with coaching and lifestyle design, Equinox is blending medical-grade insights with premium hospitality.
Women-Focused Personalization
The company has also introduced EQX ARC, a customized wellness program built specifically for women. By leveraging diagnostics, wearable technology, and specialized coaching, the initiative adapts to the evolving stages of a woman’s health journey. Demand has been so strong that this program, too, has developed its own wait list.
Record Growth and Rising Brand Authority
Though privately held and not publicly reporting earnings, Spevak described 2025 as a record-setting year, with 2026 projected to surpass it. The success has drawn attention from other high-end consumer brands eager to collaborate in the wellness space.
As the broader economy transitions from selling products to selling experiences, companies are seeking trusted partners in health and performance. According to Spevak, Equinox occupies a unique position of authority and brand equity in that space.
The Experience Economy Meets Longevity
Luxury once meant rare materials, exclusive travel, or designer labels. Today, it increasingly means measurable vitality and extended healthspan. Programs like Optimize reflect a growing mindset shift: high performance and longevity are now core aspirations among the affluent.
With a four-figure waitlist and global expansion underway, Equinox is betting that the future of luxury lies not in what you own—but in how long and how well you live.
