Harvey spevak wikipedia

1. Equinox Background and History

The first Equinox began in 1991 by the Errico family, located in the Upper East Side, - the richest neighborhood in Manhattan’s(From Wiki). After eight years of operation, Harvey Spevak became CEO of Equinox. In 2005, Equinox was acquired by real estate giant “The Related Companies for $500 million in 2005. (From Wiki). In 2008, Equinox brought Pure Yoga to the United States from Hong Kong, which operates separately (From Wiki). In 2018, Equinox opened its first luxury hotel in Hudson Yards and planned to spread the hotel into 77 different locations which matched its number of gym locations.

Equinox had some amusing and inspirational events such as the “Commit to Something” campaign and the “Cycle for Survival” campaign. The “Commit to Something” campaign in 2016 is an OOH campaign unveiled a collection of images shot by Steven Klein, who is one of the most famous fashion photographers in the world, showcases the human expression of commitment in all aspects of life. Through this campaign, Equinox gained great attention from the media such as Times, Fox News, The NY Times, and the Huffington Post. This campaign brought over 735 million media impressions and an 80% increase in their sales for Equinox. Another campaign, which was called “Cycle for Survival”, held the fundraising event for cancer research at Memorial Sloan Kettering and donated one dollar for every new like on the social media page. This campaign helped Equinox to achieve a greater brand image and public relations.

Until today, Equinox is a luxurious fitness brand chain with a creative team of 18 people, which has been established in the United States, Vancouver, London, and Toronto. It strives to offer unlimited personal fitness experiences and outstanding services to members(From Wiki).

The core values of the Equinox brand engage in providing a high-performance lifestyle and enable every member of to gain the best results from gym exercise. For example, Members can try some new fields of exercise by attending a variety of classes; the classes range from beginner to high level. This allows members to become motivated and provide a fun way to improve the quality of their everyday workout. In addition to the plentiful selection of classes, Equinox has provided superior in-club amenities and spa services. The message they convey to its members is not simply gym service, but also a healthy lifestyle.

0. Trend of industry

Fitness centers are considered to be health clubs in these few years, they provide both exercise equipment and classes including different levels of cardio, strength and flexibility training, as well as the many types of services focused on promoting members’ inner health and outer beauty.

The United States, as the biggest health and fitness club market in the world, owns the most yearly revenue and the most number of members in fitness and health clubs. The fitness and health club industry generated over $80 billion in revenue in the world per year, of which around $30 billion, was attributed to the US market. In 2017, there are more than 200 thousand fitness clubs worldwide, of which around 38.5 thousand clubs are located in the United States. According to the Statista survey, around 25% of American work out at least one time a month. The fitness brands such as Equinox, Lifetime and Base facilities offer more than just workout areas and classes. They also offer professional spa and massage services for members which give them a quiet place to relax from their exercises and escape from the stress of daily life. These facilities maximize members' experiences. In addition to providing these services, diet is also an important part of inner health, in these past few years, many fitness clubs open cafes to their members. Gym cafe is the best place for members to get their meals after workouts. Choosing the right foods for your fitness routine is an efficient way to improve work performance. Therefore, in today’s fitness industry, doing exercise and eating healthy cannot be separated.

LA Fitness

0. Product Description

According to the suggestions from Dr. Shawn Arent, who is the director of the Human Performance Laboratory at Rutgers University, the amount of food that people should eat before or after a workout will be based on various factors including their size, workout goal, workout routine intention, and specific exercise activities. If Equinox fitness club members go out to buy food, they might not have meals that perfectly meets their health needs after exercise. If they go home to cook, it might be very time-consuming. If they eat outside or grab takeouts, it might not perfectly satisfy the health needs. Therefore, our idea is to create a custom kitchen under the Equinox fitness club. Name of the restaurant called “Equinox Custom Kitchen”. Our goal is to provide a customized meals and services avoid people from detours on their fitness experience.The operating model of our kitchen is different from other fitness clubs. We provide a custom kitchen ultimate solution for all club members. Eating clean and keeping health are core values we want to deliver to our members, We hope every member to meet their needs and expectations in terms of fitness goal and enjoy an exceptional experience through our restaurant. The professional personal trainers and chefs we hired in our kitchen will give members the best advice according to each person's needs.

The Equinox on-site Custom Kitchen will be located at the entrance of the club with the highest traffic, so members can easily access and grub food before or after workouts. The serving and seating spaces will be designed to satisfy various members with different lifestyles. We will offer a large table and single chairs for members who would like to eat or work on their laptops alone. We will also offer a comfortable seating space for groups. For those members who prefer to order and take their meals to go, our restaurant provides a separate cashier spot for them.