Equinox is eyeing a country-wide expansion — not just with its gyms, but its hotels. The luxury fitness giant operates a New York City hotel with plans to launch 33 more over the next 10 years.

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In New York City, going to Equinox, a high-end gym chain, is an undeniable signal of status. They have expertly crafted a brand that truly evokes luxury, sex, and wellness even when brought up in ...

In New York City, Equinox carries a certain mystique. The uninitiated are likely to hear bits and pieces about the gym, either from friends or through the rumor mill. They have eucalyptus towels.