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Equinox Is Trying to Make Health the Ultimate Status Symbol

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When Harvey Spevak took the helm of Equinox Group in 1999, its properties consisted of five well-appointed gyms. Since then, he has overseen its move into spas, hotels and healthcare to meet its affluent customer base’s growing interest in optimising every aspect of its health.

Across 110 clubs, members can now access classic spa treatments and trending services like cold plunges, cryotherapy, infrared saunas and compression. In May 2024, it added the $40,000-a-year Optimize by Equinox…

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