Money Is Where Premium Customers Are

9 May 2024 · 1 min

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In this commentary, the speaker highlights Equinox’s newly launched ultra‑premium wellness program, “Optimized by Equinox,” which costs $3,300 per month with a six‑month minimum and bundles personal training, nutrition, sleep coaching, and massage therapy aimed at slowing aging. Using this example, the speaker draws two strategic lessons: (1) offering premium services can significantly boost profit margins, and (2) businesses should tap into fast‑growing sectors such as longevity and wellness. He backs the latter point with market data, noting the global anti‑aging market is projected to reach $93 billion by 2027 and that the U.S. portion was $18 billion in 2022.

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$3,300 a month for a gym membership, and you have to sign up for at least 6 months. Equinox just announced Optimized by Equinox. It's a personalized health program that includes everything from personal training and nutrition plans to sleep coaching and massage therapy. The goal is to slow down the effects of aging. Now, no matter your views on the longevity industry, Here are some lessons to learn from Equinox's new line of business. One, as a general rule, if we want to have higher margins, then premium services is one sure way to get you there. Two, take advantage of growing sectors. Equinox is capitalizing on the fast-growing market for longevity and wellness. The global anti-aging market is expected to increase to $93 billion by 2027, and the US alone, that market was $18 billion in 2022.