At the first hotel from Equinox, the luxury fitness brand, you might expect to find encouragement to exercise in every room.
You’d be wrong. Equinox wants you to sleep.
“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. “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.”