“People Will Pay Anything for Longevity”: How Equinox is Building to Last
Plus, investment in one’s health often begets further investment. Though the efficacy and ethics of GLP-1 drugs for users who aren’t diabetic or overweight can be debated, the fact is that over 2% of Americans are on the medication — up 600% over six years, according to Fair Health. Notably, this data is based on healthcare claim records, but many GLP-1 medications are now available without a prescription, so the actual number is likely far higher. Research organization Rand puts the estimate at 12%, based on a recent survey. For Equinox, this is a big opportunity, which has driven the launch of its GLP-1 training protocol, creating a certification through its education arm to certify coaches on how to train someone who is on GLP-1s.
“A lot of people thought that what we do was going to be under a lot of pressure, because now you can now just take a pill,” Spevek says of last year, when GLP-1s began their ascent. “What quickly became obvious was that GLP-1s are a good kickstart — depending on your own situation — but you need to complement them with lifestyle changes. That’s working out; that’s eating. So it’s been good for business.”
Spevak anticipates more such shifts in the coming years. Equinox has a health advisory board with experts from science, medicine and various academic fields who help the team to assess which trends are likely to come and go, which will sustain over time, and which are safe and legitimate. Essentially, which are worth investing in. “While we will always be innovative and ideating new concepts, at the same time, we’re doing it through the lens of what’s safe and effective, which is critically important,” Spevak says.
The CEO is confident that consumers will only increase their investment in companies that can service their wellness and longevity ambitions. “There’s still great demand for luxury products, of course, but it’s under pressure,” Spevak says. “It’s because the consumer has shifted to unique experiences, [meaning] health and wellness. That’s why I feel like we’re just warming up. We have a big opportunity.”
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