LONDON (December 22, 2017) – Equinox, the high performance lifestyle leader, today announced the opening of E by Equinox, a first-of-its-kind iteration of the brand in the St. James’s neighborhood of central London. E St. James’s combines Equinox’s science-backed programming, elevated design and a carefully curated member experience, making the club an unmatched luxury offering in the historic neighborhood.
E St. James's offers the highest level of luxury amenities and experience. The Equinox design team in partnership with award winning designer, Joyce Wang, created the striking club interior. Grand marble pillars, a light-filled mezzanine and bronzed features pay homage to the perfectly-tailored sophistication of the neighborhood.
“Opening our first standalone E by Equinox in one of the most esteemed neighborhoods in London was only fitting,” said Gentry Long, Managing Director of UK Operations for Equinox. “We’re thrilled to introduce an elevated take on the private members’ establishment with fitness at its core.”
Long adds, “London’s health and fitness industry continues to thrive and there is an appetite for spaces where Londoners can truly commit to their health and wellbeing. E St. James’s builds on the success of our flagship club in Kensington and answers a demand for the luxury Equinox lifestyle.”
E St. James’s exclusively houses Tier X personal training, Equinox’s most advanced and hyper-personalized training and lifestyle coaching program. The club also boasts a state-of-the-art strength floor, group fitness studio, cardio zone set up on the mezzanine, a private Pilates studio and a signature Precision Running Zone.
A regeneration-focused spa provides innovative treatments including Bio-Electro-Magnetic-Energy-Regulation (BEMER), a therapy which helps to regulate the flow of energy in your body, recovery enhancing compression therapy and performance massages. Members also have access to complimentary gym laundry valet service, chilled eucalyptus-infused towels, an O2 air purifying system in the cardio zone, and a luxury lounge operated by Munch Fit, to refuel.
“Wellness is becoming more integrated and prioritized in people’s overall lifestyle, and London is at the epicenter of this movement, it has scope to be one of Equinox’s largest markets.” Says Danielle Larsen, Senior Director of Real Estate Acquisitions at Equinox. “Equinox's commitment to the capital led us to one of the most sought-after locations in the market. E St. James’s central location and proximity to the finest art galleries, boutiques and historical landmarks is reflected in the club’s elevated style which is grounded in substance.”
Larsen continues, “Equinox instructed acclaimed architecture firm, Woods Bagot, who have masterfully preserved original details of the historic building, fusing old and new to create a unique backdrop for this exclusive fitness experience.”
An E by Equinox membership grants access to all 92 Equinox fitness clubs across Canada and the USA, and E training spaces in Greenwich Connecticut and Columbus Circle. E St. James’s is located at 12 St. James’s Street. For more information or to become a member, visit www.ebyequinox.com/stjames
Equinox operates 92 upscale, full-service clubs in New York, Los Angeles, San Francisco, Miami, Chicago, Boston, Dallas, Houston, and Washington, DC, as well as international locations in London, Toronto, and Vancouver. The company offers an integrated selection of Equinox-branded programs, services and products, including strength and cardio training, studio classes, personal training, spa services and products, apparel and food/juice bars. Launching in 2019, Equinox Hotels will cater exclusively to the high-performance traveler to serve as the ultimate hotel destination with a 360-degree lifestyle experience. For more than 25 years, Equinox has consistently offered bespoke experiences and unparalleled services to consumers, developing a lifestyle brand that rep-resents service, value, quality, expertise, innovation, attention to detail, market leadership and results.
IT'S NOT FITNESS. IT'S LIFE.