Business | Barbell effect

The rise of the $40,000 gym membership

When it comes to working out, consumers want either luxury or thrift

Equinox Fitness Club in New York
Photograph: New York Times /Redux /Eyevine

In May Equinox, a luxury gym, launched a membership that costs $40,000 per year—half the median household income in America, where the chain is based. The plan includes blood tests, a sleep coach and a nutritionist, as well as access to the group’s swanky clubs. Julia Klim of Equinox explains why people pay: “You can buy a Chanel bag every year, but health and looking well is the ultimate luxury symbol.”

This article appeared in the Business section of the print edition under the headline “Barbell effect”

From the September 28th 2024 edition

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