Equinox, primarily recognized for its upscale gyms, is set to further diversify by launching 33 luxury hotels over the next decade, with 50% expected in the U.S. Key locations include Texas, California, Hawaii, and coastal resorts on both coasts. CEO Chris Norton highlighted strategic cities like Los Angeles and New York while also eyeing international expansion in London and Saudi Arabia. The company's New York City hotel offers lavish amenities, including supplement mini-bars and a vast fitness facility, aiming to cater to its affluent, health-conscious clientele.
"If you stay at the hotel, you can experience this entire universe of a multi-dimensional Equinox experience."
"Expect a resort on the East Coast to be succeeded by another on the West Coast."
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