Business & Tech
Sports Club/LA Is Now an Equinox Gym
Equinox completed its acquisition of the veteran Beverly Hills club and informed members of a yearlong transition period.
The Sports Club/LA in Beverly Hills is no more. The fitness center, which boasts members ranging from city officials to district teachers, officially became an Equinox gym this week.
New York-based Equinox that it planned to buy The Sports Club/LA outlets in Beverly Hills, West Los Angeles, Orange County and Rockefeller Center in New York.
“Our commitment to your health and wellness begins today,” Equinox Chief Executive Officer Harvey Spevak said in an email sent to members Tuesday, Oct. 18. The next day, employees at the Beverly Hills club began answering the phones with “Welcome to Equinox.”
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According to Spevak’s email, the clubs being acquired will undergo a one-year transition period as they become Equinox gyms.
“During phase one, which will begin immediately, you’ll start to see the introduction of Equinox amenities, including Kiehl’s [skin care products] in all of the locker rooms, cold eucalyptus towels across the fitness floors and the installation of digital signage to keep you up to date,” Spevak said.
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Phase two of the transition starts Thursday, Oct. 27 and ends in January. By December the club will have “transferred over to Equinox systems and at that point will be able to offer you additional membership options,” Spevak said.
During this time locker rooms are getting renovated and select fitness equipment is being installed. The acquired clubs will also introduce new fitness classes and signature personal training sessions.
Phase three of the transition will start in early 2012. It will feature a “redesigned lobby area and a new retail shop” in the clubs.
Addressing a concern of members, Spevak hinted that the transition may bring price hikes.
“As we progress through our renovation project and introduce new enhancements, we will communicate any changes in pricing regarding your membership,” he said. “While you should expect some inconveniences, we will not compromise on the member experience or our standard of service.”
The message did not say if or when Equinox would open a second location in Beverly Hills. The company received in April to open a three-floor, 37,000-square-foot facility at 9465 Wilshire Blvd., just blocks from the Sports Club/LA location at 9601 Wilshire Blvd.
Equinox members with questions regarding access and benefits are advised to email the club at sclatransition@equinox.com.
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