US-based health club operator Equinox has entered the boutique fitness market by opening a standalone studio in New York called Project by Equinox.
The 3,200sq ft (297sq m) studio has launched with 38 classes per week, each costing US$35 (£28, €33). Class packages can be purchased, but there is no membership model.
Project by Equinox aims to be “a creative space for fitness rebels,” with a focus on trainer creativity.
The company said it was “turning the model of group fitness on its head” because it does not force trainers to teach a pre-determined format, allowing for the space to be “a testing ground for new concepts”.
Elsewhere, Niki Leondakis has been appointed chief executive officer of Equinox Fitness Clubs and will begin her role this month. She will oversee all facets of the company's clubs.
Equinox has more than 90 health clubs, mainly in the US, but also with operations in Canada and the UK.
