Equinox has got to be kidding

@sabs_says

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Why it worked

The video leverages a high-interest, controversial news topic (a $40,000 gym membership) to drive engagement through commentary and audience interaction.

Summary

The creator discusses Equinox's new $40,000-a-year 'Optimized' membership tier, which focuses on longevity and personalized wellness. She analyzes the business strategy behind this high-end offering and compares it to competitors like Life Time Fitness.

Structure

1Introduction to the new Equinox membership tier
2Breakdown of the services included in the program
3Analysis of Equinox's business strategy and positioning
4Comparison to competitors in the luxury fitness space
5Closing question to the audience

Call to action

What do you guys think? Would you ever pay that much for a gym membership? And do you think other people will?

On-screen text

Equinox has got to be kidding They just launched a membership tier that costs as much as the average private college tuition It costs 40 grand a year and it's called Optimized by Equinox essentially it's a comprehensive wellness program that includes lab testing personal training sleep coaching nutrition and to essentially allow members to live longer I'm Sabena former co-founder of a multi-million dollar e commerce company giving you my POV on brands and business members get essentially four tests a year to our lab panels and then to our fitness tests and then they'll get a concierge that essentially pulls all the tests and data together and helps the member design a personalized plan to improve their overall health and fitness. Each member will have a core team that includes a fitness trainer, a nutrition coach and sleep coach as well as a massage therapist. members will also get 16 hours of kind of coaching per month so they'll get personal training three sessions a week and then sessions with a nutritionist and a sleep coach I see this as a brand play for Equinox. I don't think they're trying to drive a ton of volume the amount of people that can afford a service like this is pretty small but it does seem like they wanna be on the forefront of longevity and they really kind of wanna be a pioneer in that space makes sense because there's competitors like Life time Fitness that are calling themselves athletic country clubs and they're scaling super quickly I'm so curious to see the types of partnerships and collabs that come out of this program and how they really position it in order to sell more memberships what do you guys think? would you ever pay that much for a gym membership? and do you think other people will?

Original caption

Equinox doesn’t really care if you can afford its new membership tier 🙃 #greenscreen #business #fyp #businesstiktok #strategy #equinox #fitness

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Transcript

Equinox has got to be kidding. They just launched a membership tier that costs as much as the average private college tuition. It costs 40 grand a year and it's called Optimized by Equinox. Essentially it's a comprehensive wellness program that includes lab testing, personal training, nutrition and to essentially allow members to live longer. I'm Sabena former co-founder of a multi-million dollar e-commerce company giving you my POV on brands and business. Members get essentially four tests a year to our lab panels and then to our fitness tests. And then they'll get a concierge that essentially pulls all the tests and data together and helps the member design a personalized plan to improve their overall health and fitness. Each member will have a core team that includes a fitness trainer, a nutrition coach and sleep coach as well as a massage therapist. The Optimize membership includes three, 60-minute training sessions per week with a total of 16 hours of coaching per month. Equinox said Equinox has always focused on the four pillars of longevity: movement, regeneration, nutrition and community. I sometimes joke that we've always been in the longevity business and the science is catching up, she said. The new program will cost $3,000 a month for a minimum of six months. The fee doesn't include an Equinox membership, which brings the total to $40,000 or more for the year. It's a human-first service meets data meets. The Optimize is available starting at Highland and it will eventually roll out to other Equinox clubs. Members will be able to train at Equinox elite E-Clubs, which are more like private gyms with higher membership fees. Swerdlin said Function Health's mission is to help people live 100 healthy years. They see this as a brand play for Equinox. I don't think they're trying to drive a ton of volume. The amount of people that can afford a service like this is pretty small. But it does seem like they wanna be on the forefront of longevity and they really kind of wanna be a pioneer in that space. Makes sense because there's competitors like Life Time Fitness that are calling themselves athletic country clubs and they're scaling super quickly. I'm so curious to see the types of partnerships and collabs that come out of this program and how they really position it in order to sell more memberships. What do you guys think? Would you ever pay that much for a gym membership? And do you think other people will?