Equinox is expanding the advantages it offers to members by partnering with other luxury brands in fashion, travel, nutrition and entertainment.

Called Equinox Circle, this system is the brainchild of Julia Kim, vice chairman of strategic partnerships and business development for the high-end fitness company.

Kim said that is seen as a method to further engage its members by offering perks outside the “4 partitions” of Equinox’s 100-plus fitness clubs.

The launch will include eight brands including StockX, Bezel and Oura, and can expand to incorporate fashion brands in the long run, Kim said.

For 30 years, Equinox has steered clear of partnering with other brands, selecting as an alternative to supply members a spot to flee the trials of their every day lives. “We actually have a kids’ club where you may leave your kids whilst you deal with ‘you time.’ However the world has modified,” Kim said, and it was time to adapt.

So Kim and her team spent a yr talking to a wide range of corporations in an array of categories with the same customer demographic before selecting the primary eight. “We wanted not more than 10,” she said, adding that that is “not a perks program but curated and unique offerings across a spread of luxury categories.”

Kim said that the launch is only a “stepping stone” to additional partnerships and a loyalty program to return later this yr.

For now, all Equinox members will find a way to work with StockX, the resale site, to realize exclusive access to events and products — from sneakers to fashion — chosen by Equinox trainers and StockX staff.

Bezel will offer a dedicated concierge to help Equniox members with sourcing and buying luxury watches, a $250 credit valid toward any purchase, and access to exclusive events to try on select products and learn more about Bezel’s authentication process.

Equinox Circle will even work with Oura, a Swedish health technology company known for its smart ring that’s used to trace sleep and physical activity. Oura has worked up to now with Gucci, and Equinox is following “the identical playbook,” Kim said, offering exclusive access to the Equinox Rest and Recovery Kit which incorporates an Oura Ring in select colours, an Equinox ring cover, charger, ring pouch, and a 12-month complimentary subscription.

The opposite corporations which can be a part of the initial Equinox Circle launch are Blade, the helicopter commuter company; Dorsia, an organization that may snag reservations to events and restaurants in Recent York, Los Angeles and Miami; Indagare, a high-end travel agency, and Thorne, a prepared meal delivery service.

She said this system isn’t about creating wealth for Equinox but as an alternative about providing additional value to members outside of the sports clubs.

Kim said Equinox Circle will probably be available to all members and will probably be promoted through the corporate’s mobile app. The corporate will even host press and influencer events in Recent York and Los Angeles for the launch.