The luxury gym is looking to provide its customers with more than just fitness resources, testing out a scope-broadening venture into the beauty and wellbeing space with holiday product offers

Premium fitness company Equinox is looking to delve further into the beauty and wellness market by debuting its first-ever Holiday Gift Giving Suite for its customers, hoping that consumers will come to associate the brand with a self-care lifestyle.

While the company has often incorporated Kiehl’s beauty products in its gyms and featured several collaborations with fitness fashion brands, this is its first major foray into the beauty market. Equinox will be offering several high-end products sourced from what it calls its “Shop Tank” system, where several brands presented their products in the hopes they would be chosen. The brand plans to hold more of these Shop Tanks as a means of continually expanding with the brightest up-and-coming brands.

An additional bonus for Equinox members is that the products will also be featured in its gyms facilities, such as Uma Oils used in yoga classes during the week of Thanksgiving. The strategy aims to go beyond just taking advantage of the holiday shopping season, as well: “It really is a testbed for us to see what more we can do, Equinox vice president of retail, Annie Walters, tells Glossy.

Equinox

Premium fitness company Equinox is looking to delve further into the beauty and wellness market by debuting its first-ever Holiday Gift Giving Suite for its customers, hoping that consumers will come to associate the brand with a self-care lifestyle.

While the company has often incorporated Kiehl’s beauty products in its gyms and featured several collaborations with fitness fashion brands, this is its first major foray into the beauty market. Equinox will be offering several high-end products sourced from what it calls its “Shop Tank” system, where several brands presented their products in the hopes they would be chosen. The brand plans to hold more of these Shop Tanks as a means of continually expanding with the brightest up-and-coming brands.