“IT’S NOT FITNESS, IT’S LIFE” has grounded Equinox—and fueled a cultural movement—for more than 25 years. Today, Equinox introduces Equinox Hotels as a true culmination of their brand promise that will redefine travel as the world knows it. They have obsessively pursued their enduring mission of life maximization, becoming iconic by bringing luxury to a place where none existed. Now they are redefining luxury experience once again as a seamless extension of a life well-lived, elevating fitness, culture, and community for those who rest and play as hard as they work. The result is a place that matches the scale of their ambitions and the ambition of the very people for which they built it.