These two new locations were born out of overwhelming demand at Equinox Kensington, which has been a cultural fixture and luxury haven for residents of West London since its opening in 2012.
“With the sustained success of our Kensington club, the time is right to strategically grow the Equinox portfolio throughout Central London,” said Jeffrey Weinhaus, Equinox Chief Development Officer. “After studying this market extensively, we have plans to focus our efforts on the many distinct ‘villages’ that make up this amazing city.”
The opening of the St. James’s and Shoreditch clubs are part of Equinox’s plans for continued expansion throughout London in the coming years.
“St. James’s and Shoreditch represent two unique communities in our city, each, like Equinox, grounded in substance but elevated in style,” said Gentry Long, Managing Director of operations in the UK. “Knowing that there is significant demand for the Equinox lifestyle in London, we feel confident that our offerings will further enhance the culture of these already vibrant neighbourhoods.”
The concept for the proposed club at 12 St. James’s Street is an intimate addition to the company’s portfolio and will distinguish itself from other clubs in the market with additional luxury amenities and a capped membership structure.
Award-winning designer Joyce Wang will bring a luxurious point-of-view to the club’s interior, while acclaimed architecture firm Woods Bagot will build out plans to preserve original details of the historic building, fusing old and new to create a unique backdrop for this exclusive experience.
The destination club will also offer Tier X, Equinox’s most elevated form of bespoke, performance-driven health coaching. As a centre for high performance living, Equinox’s globally recognized fitness, Pilates and personal training programming will also be on offer. The club will house a boutique Spa, lounge café with curated nutrition as well as locker rooms with steam rooms, sauna and amenities, including laundry services for members.
The Shoreditch location will be a full-service club situated at The Stage, a luxury living, office, retail and leisure space set within new and historic buildings themed by the discovery of the remains of Shakespeare’s Curtain Theatre. Amenities will include group fitness studios, yoga, Pilates and a cycling studio equipped for The Pursuit by Equinox, an award-winning, immersive and highly competitive cycling class.
Acclaimed Equinox group fitness instructors will lead a variety of innovative group fitness offerings, such as The Cut, a cardio forward boxing class set to the beat of the music, MetCon3, Tabata and more. The facility will house The Spa at Equinox, featuring a menu of offerings to rejuvenate and pamper the body. Equinox Shoreditch will also be home to The Shop at Equinox and a café, as well as lounge areas to gather and work, hold meetings or socialise, offering a functional addition within the community.