Have you heard that Equinox-- the company behind the upscale fitness clubs-- is getting into the hotel business? Equinox is cooking up a new hospitality brand with an anticipated 50 hotels in a global portfolio, with a flagship hotel opening in New York City in 2019. Just a few days ago, Equinox announced that Christopher W Norton—formerly the President, Global Product and Chief Operating Operator of Four Seasons Hotels and Resorts—has joined the team as CEO of the Equinox hotel business. Norton has an impressive resume in the industry, having worked for Four Seasons for over 28 years.
Equinox operates 82 clubs in New York, Chicago, Los Angeles, San Francisco, Miami, Boston, Texas and Washington, D.C., as well as international locations in London and Toronto; the hotels will be centered around holistic health. According to the official press release, the properties “will cater exclusively to the high performance traveler and will fuse luxury and wellness to serve as the ultimate hotel destination with a 360-degree lifestyle experience.”