Equinox is betting big that wealthy Americans will pay serious money for personalized health optimization. The luxury fitness brand launched Optimize, a $40,000-per-year membership that goes far beyond traditional gym access. It's a bet that's already paying off.
The membership represents a fundamental shift in how the ultra-wealthy approach their health. Rather than viewing fitness as a separate activity from medical care, Optimize bundles diagnostic testing, personalized coaching, and wellness guidance into one package. Equinox executives say the demand tells them something important: health has become the ultimate luxury good.
Key Takeaways
- Equinox's Optimize membership costs $40,000 annually and focuses on personalized health optimization rather than traditional gym access
- The membership includes access to Function Health's diagnostic testing platform, which provides over 100 biomarkers and hormone panels
- Equinox has expanded partnerships with health experts, including a women's health initiative and collaboration with sleep scientist Dr. Matthew Walker
- The ultra-premium offering reflects growing demand among wealthy consumers for comprehensive wellness services
Background
Equinox isn't new to the luxury market. The fitness brand has long positioned itself as a premium alternative to standard gyms, with memberships costing far more than competitors. But Optimize represents something different. It's not just an expensive gym membership—it's a complete health system designed for people who view wellness as a lifestyle priority.
The membership launched as part of Equinox's broader push into longevity and preventive health. Rather than waiting until health problems develop, Optimize members get continuous monitoring of their biological markers. This approach appeals to high-net-worth individuals who have the money to invest in staying healthy.
Equinox first partnered with Function Health, a telehealth diagnostic platform, back in 2024. That initial collaboration gave Equinox Circle members—those paying $3,000 per month for luxury longevity services—access to Function's testing. Now, the company has expanded the partnership to make Function more accessible to all Equinox members, with pricing starting at $249 per year, down from Function's standard $365 annual fee.
"Health is the new luxury," Harvey Spevak, Equinox's executive chairman, explained the company's strategy around the Optimize membership and its broader wellness push.
Function Health itself has been growing rapidly since launching in early 2023. The company, co-founded by Dr. Mark Hyman, recently raised $298 million in a Series B funding round at a $2.5 billion valuation. The platform provides clinical-grade diagnostic testing that gives users detailed insights into their health through blood work and biomarker analysis.
Key Details
What Optimize Includes
The $40,000 annual price tag covers far more than gym access. Members get personalized assessments, ongoing guidance from health coaches, and integration with Function Health's diagnostic testing platform. The membership typically doesn't include regular gym access—that's billed separately—which speaks to Optimize is positioned as a health optimization service rather than a fitness facility.
Members receive comprehensive lab testing that measures over 100 different biomarkers. This level of detail allows for highly personalized recommendations about nutrition, exercise, sleep, and recovery. Rather than generic fitness advice, Optimize members get plans built on their actual biological data.
The Women's Health Push
Equinox has also launched a Women's Health and Performance Initiative in partnership with Function. This program combines personalized training with advanced diagnostics specifically designed for women's health needs. It addresses everything from menstruation and fertility to postpartum recovery and perimenopause.
The initiative recognizes that women's bodies change throughout their lives in ways that standard fitness programs often ignore. By tracking hormone levels, nutrient imbalances, and recovery metrics, trainers can adjust workouts to match each woman's current biological state. This kind of personalization is exactly what Optimize members are paying for.
Sleep Science Partnership
Equinox is also investing heavily in sleep through a partnership with sleep scientist Dr. Matthew Walker. The company opened the Equinox Hotels Sleep Lab in its New York City hotel, which functions as an immersive living experiment. Guests can test advanced sleep technology and participate in research studies.
This partnership reflects a broader understanding that health optimization extends beyond exercise and nutrition. Sleep quality directly impacts everything from immune function to mental clarity. By making sleep science a core part of its wellness offering, Equinox is addressing a component of health that many fitness brands ignore.
What This Means
The success of Optimize tells us something important about wealth and spending priorities in 2026. The ultra-wealthy aren't just spending money on luxury goods anymore—they're spending it on extending their lives and optimizing their health. This represents a significant shift from previous generations, where wealthy individuals might have spent their money primarily on real estate, art, or travel.
The demand for Optimize suggests that health and longevity have become status symbols. When you can afford to spend $40,000 annually on health optimization, you're signaling that you take your wellness seriously. You're also signaling that you have the resources to do something most people can't afford.
This trend has broader implications for the health and fitness industry. If wealthy consumers are willing to pay premium prices for personalized, data-driven health services, other companies will follow. We're likely to see more luxury health brands emerge, more partnerships between fitness facilities and diagnostic testing platforms, and more emphasis on biometric data in fitness coaching.
The expansion of Function Health access to all Equinox members at $249 per year also shows how premium services eventually trickle down. What starts as an exclusive offering for the ultra-wealthy gradually becomes available to a broader audience at lower price points. This democratization of health technology could eventually benefit consumers across different income levels.
But for now, the $40,000 Optimize membership remains firmly in the luxury category. It's a product designed for people who view health as their top priority and have the financial means to back that priority up. And based on early demand, Equinox has found a market willing to pay.
Frequently Asked Questions
Does Optimize include gym access?
No. The $40,000 annual Optimize membership focuses on health optimization services, diagnostic testing, and personalized coaching. Gym access at Equinox locations is billed separately. This structure allows members to purchase only the services they want.
What is Function Health and why did Equinox partner with it?
Function Health is a telehealth diagnostic platform that provides comprehensive lab testing measuring over 100 biomarkers. Equinox partnered with Function to give members access to clinical-grade diagnostic data that informs personalized health recommendations. Function also offers specialized testing for women's health needs through the Women's Health and Performance Initiative.
How much does Function Health cost for regular Equinox members?
Equinox members can access Function Health for $249 per year, which is discounted from Function's standard price of $365 annually. This represents the lowest price available for the testing platform.
Frequently Asked Questions
Does Optimize include gym access?
No. The $40,000 annual Optimize membership focuses on health optimization services, diagnostic testing, and personalized coaching. Gym access at Equinox locations is billed separately.
What is Function Health and why did Equinox partner with it?
Function Health is a telehealth diagnostic platform that provides comprehensive lab testing measuring over 100 biomarkers. Equinox partnered with Function to give members access to clinical-grade diagnostic data that informs personalized health recommendations.
How much does Function Health cost for regular Equinox members?
Equinox members can access Function Health for $249 per year, which is discounted from Function’s standard price of $365 annually. This represents the lowest price available for the testing platform.
