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“They’re here for compliance,” James Gu, In the Wild’s general manager, tells Vogue. Then there’s a safety officer, who roams the 15,000-square-foot space to enforce the health rules. There is to be no hands-on corrections by trainers. There are two staff cleaners on-site at every moment, tasked with the goal of thoroughly cleaning each machine with an FDA-approved disinfectant after a guest is done using it. (Bandanas and gaiters are not allowed after a Duke University study found them to be the least effective facial coverings.) There are also PPE requirements: Equinox requires all members to wear sturdy masks that tightly cover their face and mouth. Last month, its first In the Wild club opened in Los Angeles.

This is Equinox’s second open-air iteration. “Suit Up: Masks must be worn at all times except when actively working out,” reads another. Hand sanitizer stations dot the turf-field grounds, as do instructional signs: “Give Each Other Some Room,” reads one. Bathrooms are in a well-equipped trailer, and the locker room is a sleek black lean-to. Treadmills, ellipticals, and rowing and weight machines are all under a tent, as is a fitness studio. Which is exactly the point.Ĭalled Equinox + In the Wild, this gym is completely outdoors. In fact, it’s not enclosed in any sort of structure at all. Instead, this one lies beyond temporarily erected black walls on a vacant corner of 30th Street and 10th Avenue. Traditionally, such an outpost would have been housed in a well-appointed building: inside the upscale mall of Brookfield Place, a grand neo-Grecian building in NoHo, or a limestone expanse on the Upper East Side. “We’re not just another hotel.On October 3, Equinox opened its latest gym in New York City’s Hudson Yards. “ The consumer wants something different, and what we’re delivering from an Equinox Hotels perspective is truly different,” he said. These big hotel markets saw RevPar fall in the first half from a year earlier Since the opening of its first hotel in 2004, Bulgari Hotels & Resorts has developed into a hotel group of over 10 properties. Bulgari (the Italian luxury brand) formed a joint venture with Marriott International in 2001 to launch brand Bulgari Hotels & Resorts. Last year, luxury fashion and alcohol conglomerate LVMH acquired hospitality company Belmond Ltd which owns or operates 46 luxury hotels, restaurants, trains, and river cruises. 8, taking over an existing hotel and transforming it into a “taco-inspired destination,” according to the company’s website. In June, Taco Bell announced that it was opening a pop-up hotel in Palm Springs, Calif., for four nights starting on Aug. The furniture store West Elm is opening its first hotel next year and competing furniture brand RH, formerly known as Restoration Hardware, is opening RH Guesthouse in New York later this year. The hotel is part of a growing trend rather than a one-off brand entering the hospitality space. Rooms start at $700 a night and go up to about $8,000. There’s also a 15,000-square-foot sun deck. The club, Equinox’s 100th location, is open to both hotel guests and Equinox Hudson Yards members. The club will provide Kiehl’s products as it has in other locations. Other amenities include a room bar with some 70 healthy food options, magnesium-based sleep supplements, face masks, a brain-fog-fighting elixir, condoms and massage oil.īroken Coconut, a bar and restaurant inside the club, will offer both healthy and alcoholic drinks.

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During their stay, hotel guests will have access to the 60,000-square-foot Equinox Fitness Club and a 25,000-square-foot spa, where professional training and recovery treatments will be offered. All the rooms, including 48 suites, equipped a variety of sleep-enhancing amenities, such as total-blackout window system and soundproofing.

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Spevak got to work on figuring out how to bring the hotel to life.

“They wanted to be in a place where they had immediate access to an Equinox club.”Īccording to a survey of its members, “an overwhelming 95 percent” said that they would stay in a hotel under the brand. “ We saw a growing trend of people who wanted to maintain their routine while traveling and it was difficult,” said Harvey Spevak, executive chairman and managing partner for Equinox. He previously ran the Four Seasons Hotel George V in Paris and the Four Seasons Bali at Sayan. Norton left his job as the chief operating officer of the Four Seasons hotel brand to finesse the details and experience at the Equinox hotel. “They’re putting treadmills in rooms, pull-up bars in bathrooms, but we believe that fitness happens in the club and the room is for regeneration.”

“ A lot of hotels are trying to go into wellness-fitness, but we’re the only fitness company going into hotels at this scale,” Christopher Norton, chief executive of Equinox Hotels, said. Equinox Holdings Inc., the high-end fitness chain, opened its first hotel in Manhattan July 15.

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