Why Is Equinox So Expensive? (The Secret Behind Their Success)

At Equinox, the average membership cost comes to around $250 per month. Compared to other fitness chains, especially commercial franchises like Planet Fitness and Crunch Fitness, Equinox is virtually a luxury brand.

It has become synonymous with exclusivity, high-end amenities, and a quality experience. Despite the positives, many newcomers still question if the high membership costs at Equinox can be justified for any reason.

So, what makes Equinox so expensive? Let’s find out.

Why Is Equinox So Expensive
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Why is Equinox so Expensive?

Not all gyms are moulded in the same fashion. Some, like OrangeTheory Fitness, are fashioned to focus only on workouts and athletic performance.

Others, like Equinox, are more about providing a more wholesome experience to the members. Apart from the basic gym facilities that you would expect from it, Equinox goes above and beyond by offering many world-class amenities.

So, it’s fair to say that there are many reasons to explain why Equinox memberships cost so much compared to smaller chains.

State-of-the-Art Equipment

State-of-the-Art Equipment

Let’s start with the most basic amenity for our bodybuilding community here – the equipment at Equinox.

All fitness clubs associated with Equinox are well-stocked with all kinds of equipment – from cardio machines to advanced training gear.

If there’s any piece of equipment that you don’t see at Equinox, it’s unlikely that you will find it at any other commercial gym.

Moreover, you’ll see plenty of the same types of equipment at Equinox. So, you won’t have to wait for 15 minutes while the other guy finishes his last set.

The basic equipment you can find at any Equinox is as follows:

  • Cardio machines.
  • Dumbbells
  • Barbells
  • Olympic Weights
  • Power Racks
  • Smith Machines
  • Kettlebells
  • Resistance Machines

And many more! The cost of purchasing and maintaining these tools is pretty high. Which is why members are asked to pay a premium fee for it.

Group Fitness Classes

No matter where you are, working out with a group is far more enjoyable than working out alone. At Equinox, you can expect to find tons of group fitness sessions to realise your health-related goals.

Moreover, members have no limit on the number of classes they can take on a monthly basis. So, the $250 membership does not sound that expensive if you utilise everything that you are offered.

Here are the different types of classes that you can find at Equinox:

  • Barre Bootcamp
  • Above the Belt (Upper-Body Workouts)
  • Below the Belt (Lower-Body Workouts)
  • Precision Run
  • Yoga
  • Cycle Power

Enrolling in fitness classes without a membership can prove to be costly at any fitness chain. But when you have unlimited classes at your disposal, the $250 investment starts looking worth it.

Quality of Trainers and Staff

Equinox places a special emphasis on the need to hire highly-qualified and certified trainers and staff for various purposes.

The personal trainers are fully equipped to understand the needs and goals of different members and can come up with personalised plans to help achieve them.

 While this may increase the labour cost for the fitness chain, it also ensures that the members receive high-quality service and support from the staff and trainers.

In exchange, it’s only fair that Equinox members pay a little extra in the form of membership fees.

Exclusive Locations

Exclusive Locations

At Equinox, you don’t have to worry about the location of the gym. Most of their studios are located in affluent neighborhoods, adding to the charm of exclusivity.

Thus, it’s only natural that you are paying a little bit extra for this premium feel.

Moreover, the locations are not only exclusive but also convenient. You normally won’t have to drive really far to go to the gym, especially in bigger cities where there are multiple gyms to accommodate larger populations.

The cost of setting up a studio and maintaining it in these high-end areas is astronomically high. Naturally, the brand makes up for it by charging high membership fees.

Brand Reputation

Equinox has marketed itself as an exclusive fitness-oriented club where only those members who are interested in better facilities, more amenities, and high-end services sign up.

They don’t want to crowd their studios with regular gym-goers. Instead, they target the exclusive group of people who would see Equinox as more than just a place where they work out.

The perception of Equinox, therefore, is that it’s generally less crowded, filled with focused bodybuilders and fitness enthusiasts, equipped with several high-end amenities, and provides an exclusive space for like-minded people to hang out together.

By creating such a reputation, Equinox has successfully compelled millions of people to pay high prices.

Pool and Spa

Pool and Spa

You won’t find a swimming pool in every Equinox gym. But many of them are, indeed, equipped with beautiful, luxurious, and relaxing pools.

Of course, the cost of maintaining the pool is going to reflect in your monthly membership prices. Moreover, the gym also has to employ experts and trainers to conduct water-based activities and ensure that everyone is safe in the water.

While the swimming pools at Equinox are amazing, the spas there are even more popular. And we are not talking about just hot tubs and steam rooms. At many Equinox locations, you’ll find full spas, exactly like the ones offered at premium spa centres that charge an abnormal amount of money for a single session.

Members get unlimited access to these premium amenities. So, it’s only natural that they need to pay higher fees for the same.

Cleanliness and Hygiene

The staff members at Equinox spend a lot of their energy and resources on maintaining high standards of cleanliness and hygiene at each of their fitness studios.

All the equipment, workout stations, and water-based areas are cleaned regularly to prevent the spread of bacterial infection and maintain good hygiene.

As such, the high membership fees are generally justified.

Equinox is More Than Just a Gym

Another reason why Equinox is so expensive is that it’s more than just a gym. It can also serve as a social club where you and your friends can hang out, enjoy, and engage in fitness-related activities together.

From swimming pools and spas to private bathrooms, lockers, and laundry service – you get the whole package in most Equinox studios. Some other amenities included are cold eucalyptus towels, water stations, juice bars, and so on.

Getting unlimited access to all these facilities for just $250 a month is not expensive. Instead, it’s a bargain.

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Final Words

Equinox has cemented its position as one of the top-tier fitness clubs in the United States and many other countries. But many people often wonder why the chain’s memberships cost so much. It’s a fair question. Fortunately, there are many answers as well.

Equinox is not unreasonably expensive. They have invested in all the right places. To generate revenue from these investments, they invite committed members who are willing to pay high prices and utilize all their amenities judiciously.