Equinox's $40,000-a-Year 'Optimize' Membership Has Waiting List

Luxury fitness chain sees soaring demand for high-end wellness programs, says chairman Harvey Spevak.

Published on Feb. 28, 2026

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Equinox's exclusive 'Optimize by Equinox' membership, which costs $40,000 per year, has a waiting list of over 1,000 people as the luxury fitness chain sees surging demand for its high-end wellness offerings, according to Equinox Executive Chairman Harvey Spevak. The program includes personalized services like training, nutrition, sleep coaching, and a 'health concierge'.

Why it matters

The Optimize membership highlights the growing 'experience economy' and 'insatiable' demand among the wealthy for premium health and longevity products and services. As the global wellness market is expected to reach $10 trillion by 2030, Equinox is positioning itself as a leading luxury brand in this fast-growing industry.

The details

Equinox's 'Optimize by Equinox' program, launched in 2024, is one of the most expensive gym memberships in the world. It includes personal training, nutrition coaching, sleep therapy, massage, and a dedicated 'health concierge.' Spevak says the program has seen 'remarkable demand' and highlights the consumer desire for 'high-performance lifestyles.' Equinox is also expanding beyond fitness clubs into hotels, IV lounges, and personalized performance programs to cater to this growing market.

  • Equinox launched the 'Optimize by Equinox' program in 2024.
  • Equinox opened its first hotel in Manhattan's Hudson Yards neighborhood in 2019.
  • Equinox expects to have close to a dozen hotels around the world within the next 7-8 years.

The players

Harvey Spevak

Executive Chairman of Equinox.

Equinox

A luxury fitness chain that is expanding into hotels, wellness services, and other high-end health and lifestyle offerings.

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What they’re saying

“Health is the new luxury. The number one thing in the experience economy, besides travel, that the consumer wants, is, 'How do I live a high-performance lifestyle?'”

— Harvey Spevak, Executive Chairman, Equinox (Inside Wealth)

What’s next

Equinox plans to expand the 'Optimize by Equinox' program to New York after launching it in Los Angeles and Dallas. The company is also developing a new personalized wellness program for women called EQX ARC, which already has a waitlist.

The takeaway

Equinox's $40,000-a-year 'Optimize' membership and its rapid expansion into luxury hotels, IV lounges, and other high-end health services underscores the growing 'experience economy' and insatiable demand among the wealthy for premium wellness offerings. As the global wellness market surges, Equinox is positioning itself as a leading luxury brand catering to this lucrative market.