![]() ![]() In Miami, it’s signed at least two leases over the past year. After purchasing the nearby Phillips Points in 2021 for $282 million, the developer wanted to add an Equinox to the property, but those efforts fizzled later that year, said a source familiar with the dealings.įitness International is launching a luxury gym chain called Club Studio meant to compete with Equinox. ![]() It isn’t Related’s first attempt at bringing an Equinox to West Palm Beach. The two-tower complex is slated to total 860,000 square feet. To make way for the office complex at the center of Fitness International’s complaint, Related bought out AMC ’s lease for $13.2 million earlier this year, county records show. Related is also building a 22-story luxury apartment building at 575 Rosemary Street after securing a $140 million construction loan last year. In recent years, the New York-based developer has courted high-end tenants, including Sweetgreen and the owners of Italian restaurant Sant Ambroeus and Harry’s, an iconic steakhouse near Wall Street. Since the pandemic, which prompted high-prolide financial companies, including Goldman Sachs and Elliot Management, to open offices in West Palm Beach, The Square has been trying to go upscale. Fitness outpost across the 600,000-square-foot complex at 700 S Rosemary Avenue. In 2012, Fitness International signed a 28,674-square-foot lease to open an L.A. Related, West Palm Beach’s largest owner of Class A space, completed The Square nearly two decades ago. Related has yet to file a counterclaim, and a spokesperson for the developer declined to comment. To assuage the company’s concern, Related executives promised to donate all proceeds from the pop-up to charity, according to the filing. For Fitness International, the location represents another alleged violation of its agreement.įitness International has accused Related of opening the Soul Cycle location to poach L.A. Since November, the spinning studio has operated an outdoor pop-up at The Square’s courtyard. The complaint does not provide any details about the potential Equinox location.Īnother concern for Fitness International is SoulCycle, which Related also owns. Fitness’ exclusive rights over fitness-related retail operations at The Square. The move, Fitness International alleges, would violate its lease agreement that guarantees L.A. Related plans to build a new office complex at 545 Hibiscus Street, which will include an Equinox gym, according to the complaint. While many regular gym goers lament the influx of new gym members in January and the resulting crowds, many appeared to believe Equinox was exclusionary, if not elitist, in its fitness gatekeeping.SEE ALSO: Manhattan’s Union Square Regal Theater Isn’t Closing After All Unsurprisingly, Equinox has been chastised for its unique January 1 marketing strategy. The fitness company posted similar sentiments in a post on social media, which can still be seen in full. We look forward to welcoming you to our Equinox community tomorrow.”Ī scaled down message is still displayed on the site, but fitness enthusiasts are now permitted to join. At Equinox, we don’t speak January - and neither do you. The luxury fitness company continued, telling visitors that their life doesn’t begin at the start of the year, writing, “We go beyond what’s possible. This company found its first London location in Kensington in 2012. Short-cutting, giving up just a few weeks later. Founded in New York in 1991 by the Errico siblings, Equinox gyms display impressive. It needs a new outfit before it can begin. CDT on September 23 for central North America). The message continued: “January is a fantasy, delivered to your door in a pastel-colored box. The upcoming equinox will come on Saturday, September 23, 2023, at 6:50 UTC (1:50 a.m. “It’s not you, it’s January,” Equinox assured, in an attempt to soften the blow of rejection. In a very “you can’t sit with us”-style marketing move, the luxury gym company informed website visitors that it would not be accepting new memberships on the first day of the year. The luxury fitness brand took a bold move during the January fitness spike - and is being criticized for its unusual marketing tacticĮquinox had some rather unwelcome words for those looking to get fit on January 1, 2023: come back tomorrow. ![]()
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