Equinox, the New York-based high-performance lifestyle leader, opened Equinox Bloomfield Hills, its first location in metro Detroit, on Thursday, December 20, at 4065 W. Maple Road, in the former Erhard BMW dealership, and their 97th location nationally, designed around the notion that fitness can empower a life well-lived and foster a strong community of high performance individuals.
“Equinox was founded on the premise that fitness can power, and empower, a community of high performance individuals, and Bloomfield Hills certainly embodies that ethos,” said Harvey Spevak, executive chairman, managing partner, Equinox. “We look forward to helping maximize lives – and building community – across this dynamic, sophisticated neighborhood by delivering performance-driven experiences, unparalleled programming and personalized service.”
The location is more than another gym – although there are state-of-the-art fitness machines, weights, a barre room, heated yoga room, cycling room, private pilates room for one-on-one pilates sessions and a group fitness room. In addition, there is a three-lane salt water pool, which Judy Taylor, vice president, corporate communications, events and philanthropy, explained is easier to float and swim in and “doesn't have the negative effects of chlorine and other chemicals.” Adjacent to the pool is a sauna and hot and cold plunge pools.
Men and women's locker rooms feature gray ash wood with white Carrera marble accents, and hundreds of lockers. Steam rooms accompany shower facilities along with signature eucalyptus-scented towels, and all Kiehl's amenity products, from shampoos, shower gels, shaving products and hair products, Taylor said.
The redesign of the building reflects the community while incorporating signature Equinox features, said Andy Subervi, vice president of Equinox. “Every single club is tailored to its community,” he said.
Judy Turchin, COO of Equinox, echoed that sentiment, noting that no two Equinox clubs are the same, but they all share a common denominator. She also said many people from the area had requested an Equinox after trying it out in New York.
“This was such a natural, synergistic fit – we wanted to be part of the community,” Turchin said. “It's something you strive for. It's a lifestyle and a community. It embodies a holistic lifestyle.
“It's moment for our brand, where people feel themselves and feel their best selves.”
At the heart of the Equinox experience are the brand’s lauded personal training and signature group fitness programming, led in Bloomfield Hills by Jim Jalove, group fitness manager, and Dave Cary, personal training manager. Jalove, a former theater major, joined the company nine years ago at its West Hollywood, California location, after he left theater school, and most recently was in Chicago.
“It's like performing, but I get to wear stretchy clothes,” Jalove said of his love of leading the group fitness program. Since arriving in the Bloomfield area, he has taken 130 group fitness classes, and assembled a staff of 30 to lead yoga, pilates, HIIT (high-intensity interval training), cycling and other group fitness classes. “We're science-based and results-driven.”
According to a release, Equinox proprietary group fitness offerings include a method-driven indoor running program, Precision Running; True Barre, a ballet-based fitness class with conditioning, core work and stretching; and Firestarter, a 30-minute cardio HIIT workout where participants use only their body weight and a step bench for unprecedented results. All classes are bookable online, which Jalove calls an “electronic concierge.”
He said after a period of time, members will determine the classes. “This is your oasis – your haven,” he noted.
In addition to the fitness areas, there is a lounge for work and socializing, a Beyond Juice location that will feature Thrive coffee, a Kids Club for childcare, and a full-service spa to facilitate performance-driven recovery and a shop – The Shop at Equinox – featuring curated athleticwear clothing and accessories.