Equinox is going global. When the fitness-center brand opens their first Middle Eastern location, we’re guessing they’ll have to tone down their sexy ad campaigns.
CEO Harvey Spevak is looking first to London, where they tend to receive American fitness exports with unquestioning devotion. The city’s current love affair with Zumba being proof.
Next Spevak will set up the high-end gym in China, the Middle East, and Canada. Four overseas outposts are expected by year-end 2011. And these will not be mini-Equinoxes. Word in the gym is that overseas locations will measure about 40,000 square feet.
Do you have any thoughts on how Equinox will be received overseas?