Daily Insights

Equinox Comes Home

By: Mackenzie Baker | Mar 13, 2020

Equinox is launching its own line of home-based workout classes to bring exercise to the masses. 

Equinox and all of the brand’s under its umbrella, are a part of a new digital undertaking to meet evolving consumer preferences. The subscription service is called Variis and will include Equinox, HeadStrong, Myodetox, Pure Yoga, Precision Run, and SoulCycle classes. The service will be $40 per month and is rolling out just in time for SoulCycle’s at-home bike to be released, as well. The home bike retails for $2,500 and enters the congested stationary bike sector—SoulCycle’s top competitors: FlyWheel, Peloton, and Echelon, have also dipped into the at-home bikes market. 

With the bike, users can stream classes through the machine’s HD screen—though the classes are limited to SoulCycle offerings only. Variis users looking for non-cycling classes can use the streaming app on smart devices, where classes from other Equinox brands will be available. The workout brands already have a strong brick and mortar presence across the United States, which could help when raising awareness around the new home subscription service. Variis, though not an all-around replacement, could complement in-studio classes. A digital experience could leverage customer engagement and in turn strengthen community loyalty, according to a Gartner report. The streamed classes could make working out more accessible for those who want exercise but do not have the time to stop by a studio—or do not live near any studios, thus expanding the brand’s original target market. 

At-home SoulCycle classes could be just the beginning for Equinox, as the brand has plans to release a connected treadmill in the future, too.