Equinox, where the science of fitness meets the art of living, debuts its first Michigan location in Bloomfield Hills.
By Stephanie Angelyn Casola
Sponsored by Equinox
Make way for a brand-new option in luxury fitness this year, Michiganders. Equinox, a leading operator of upscale fitness clubs, is expected to debut in Bloomfield Hills before the end of the year.
Equinox has made a name for itself in cities like New York by reaching members who strive for “a high-performance life.” That means that, at Equinox, the focus is not simply attaining fitness, but rather living life as if it is art fueled by the science of fitness. This holistic approach focuses on strength training, cardio, flexibility and recovery solutions, all steps in crafting an exceptional life.
That’s one reason why David Weiss, General Manager of Equinox Bloomfield Hills, is excited to bring Equinox to the Metro Detroit area.
“We believe there are three elements that most powerfully drive results and optimize health: Movement, Nutrition and Regeneration” says Weiss. “They are synergistic, fluid and dynamic. The key is striking the right balance for your body, which is where Equinox comes in. We are experts in creating precise and individualized blueprints that build bodies primed for the high-performance life.”
He shared some of the highly-anticipated details of what members can expect for this first Michigan location. Equinox will offer over 7,500 square feet of strength training space, a 3,000-square-foot cardio floor, indoor saltwater lap pool, hot tub and cold plunge, as well as dedicated programming in five studios: Group Fitness, Yoga, Barre, Pilates and Cycling. Equinox is often lauded for it club amenities — from plush locker rooms stocked with chilled eucalyptus towels to special touches, like Kiehl’s skin and haircare products.
And it’s not just about the workout, according to Weiss, Equinox delivers a full lifestyle experience. “We want to be sure that our members see Equinox as a place to connect with and build their community, and thus we will feature a member’s lounge complete with a juice bar from Beyond Juice as well as a fireplace for those chilly Michigan months,” he says.
Another way that the company ensures it will deliver an artful and elevated experience is through thoughtful architecture and design. Fittingly, Equinox is currently under construction at the former location of a BMW automotive dealership at 4065 W. Maple Road in Bloomfield Hills. Aaron Richter, Senior Vice President of Architecture and Design for Equinox Brands explains that car dealerships are great for their large clear span formats, but they are often artificially-lit, so Richter called out that “we are keen on finding ways to bring natural light into the space.” And that they are.
“In addition to skylights all throughout the strength floor, the pool will also offer ample daylight with its own dramatic skylight feature,” he says. “It is a three-lane, 25-yard saltwater pool perfect for lap swimming, but will also feature both a cold and hot plunge pool for support of muscle recovery and overall regeneration.”
Until recently, the Equinox brand was primarily found only in major cities and urban areas. As it begins to expand toward suburban markets, the timing marked the perfect opportunity to open a new location in Bloomfield Hills. And yes, clientele was a consideration. According to Andy Subervi, Vice President of Business Analytics, Equinox Bloomfield Hills is expected to be a welcome addition to Michigan and the region.
“We felt that there was a marked need for a premium, lifestyle fitness product in Michigan — a haven of wellness that would align with the discerning standards of the community and inspire them to maximize the potential within themselves,” he says.
Equinox supports a balanced approach to fitness in an unbelievable luxury setting. This new location will make getting to the gym regularly even easier. From a convenient Kids Club, to group fitness classes led by internationally-recognized fitness experts, to a spa that is accessible to members and non-members alike, the entire experience is meant to keep members coming back.
“At Equinox, we have always said: ‘It’s Not Fitness. It’s Life,’” Subervi says.
Equinox Bloomfield Hills is under construction, but its showroom is open to the public. Once the first Michigan location swings open its doors in December 2018, new members will pay an initiation fee of $300-$500 and monthly dues ranging $165-$295 per month.
However, summer is the time to sign on early for anyone interested in membership. The showroom is now offering an exclusive pre-sale launch rate of $140 per month and no initiation fee. Those pre-sale rates will increase incrementally throughout the summer and fall, until the club opens. All new members receive 2 hours with a personal trainer, a 55-minute private Pilates session and an exclusive Equinox T-shirt.
To learn more or schedule a visit click here. The showroom is open 7 days a week at 4065 W. Maple Road in Bloomfield Hills.