Charlotte Catania


Intimate, Townhouse-Style Club to Offer ‘Continuum of Care’ Curated for Members

New York, NY (December 10, 2018) — Equinox, the global high performance lifestyle leader, today bolsters its most exclusive club portfolio with the launch of E by Equinox on Madison Avenue, representing the first US-based standalone iteration of the E by Equinox brand. The intimate townhouse-style club, opening on December 10, 2018, offers a highly personalized member experience featuring Equinox’s top tiers of personal training, curated nutrition and regeneration programs, private Pilates, signature group fitness classes and elevated design details, making E Madison Avenue an incomparable fitness experience in New York City.

E by Equinox, which launched as a private training facility within Equinox Columbus Circle in 2004 and then evolved to a standalone club in late 2017 in the exclusive St. James’s neighborhood of London, represents the brand’s most elevated approach to health and fitness, with emphasis on a bespoke hospitality experience for each member. A first-ever Programming Director is responsible for a seamless member journey, emphasizing Equinox’s holistic philosophy on fitness and connecting various club elements to ensure that every guests’ goals are achieved. E Madison Avenue will offer a limited number of memberships to maintain an intimate club environment for its discerning members.

“The new luxury is all about the ultimate in experience—and E is just that. This concept was born out of consistent demand from our members for an even greater personalized lifestyle offering in a more residential environment,” said Harvey Spevak, Executive Chairman, Managing Partner, Equinox.  “As with our other Equinox offerings, this membership is more than just access to a club: it’s a lifestyle and a community designed to help every member maximize their potential—however they choose to define it.”

A continuum of care sets an E Madison Avenue membership apart, featuring carefully curated collaborations with the world’s top health partners to give members access to elite physical therapists, premiere access at medical concierge Priority Private Care as well as Hospital for Special Surgery and nutritional counseling. Members will also have access to the world’s most advanced coaching program, Tier X, signature group fitness offerings and spa treatments used on elite athletes, including vascular and compression therapies. The Programming Director and the training team will collaborate with these health partners, ensuring the members’ experience includes science-backed health recommendations and corresponds with their long-term health goals.

E Madison Avenue's masterful interiors have been brought to life by the Equinox design team in collaboration with award-winning partners Studio Munge. The club’s unique townhouse feel draws its influence from the surrounding Upper East Side neighborhood, characterized by its luxury residences, celebrated museums and sense of community. 

Members can also expect additional bespoke amenities, including a laundry valet, a living room-style lounge to relax and refuel post-workout and spacious locker rooms featuring cult organic beauty brand, Grown Alchemist.

E Madison Avenue will be based at 30 E 85th St. For more information or to become a member, visit Existing members of Equinox have the opportunity to upgrade to an E by Equinox membership to put E Madison Avenue and all other E Clubs & Training Studios in their portfolio. E by Equinox members will have access to Equinox Sports Clubs and Equinox Fitness Clubs. 


IT’S NOT FITNESS. IT’S LIFE: Founded in 1991, Equinox was built on the notion that fitness can empower a life well-lived and foster a strong community of high performance individuals. Nearly 30 years later, Equinox continues to lead and disrupt the category it singularly defined, operating 96 full-service clubs globally across major US cities including New York, LA, Miami and San Francisco as well as London, Toronto and Vancouver, each featuring bespoke design in an unparalleled luxury environment.  Grounded in the core tenets of Movement, Nutrition and Regeneration and backed by a Health Advisory Board of industry-leading experts across these disciplines, the company offers a holistic approach to fitness, inclusive of Equinox signature group fitness classes, personal training, Pilates, spa services, apparel, experiential travel and food & beverage. In 2019, Equinox will unveil Equinox Hotels as a true culmination of its lifestyle brand promise, redefining the luxury hospitality experience to be a seamless extension of high performance living. For more information, visit