The Tamesis
This week, Equinox announced it has replaced Grown Alchemist with Le Labo as its global facilities partner. Starting March 19, Equinox gym hair, body and face products will be supplied by the niche fragrance brand.
For those who don’t know, this is a big deal. For two years, Equinox members have complained about the luxury gym’s switch from Kiehl’s, its former soap and shampoo supplier for 13 years, to Grown Alchemist. On social media, some people announced they were canceling their memberships. (Some of Grown Alchemist’s products contain nut oils, they say, leaving those with nut allergies no choice but to cancel.) Others complained that the gyms they paid top dollar for required them to bring their own toiletries — for the luxury of convenience.
Equinox hears the complaints. “We always need to stay ahead of the curve when it comes to how we continue to evolve our products,” said Parinda Muley, chief of staff and senior vice president of strategic partnerships. “It’s really about our vision in terms of luxury experiences and staying true to what we stand for and continue to define [whether] It meets a need in our community. This is part of the re-examination: How do we continue to evolve our vision, and what does that mean as member needs and expectations continue to evolve? ” She is convinced that the partnership with Growth Alchemist is “fantastic.”
In Equinox Reddit threads and on TikTok, members are celebrating. Under a post titled “It’s Le Labo!!!” Reddit users commented on the “huge win” and praised the gym for “listening to members.”
Beth Bentley, founder of brand strategy consultancy Tomorrowism, said it was a necessary move. “For a business like Equinox, which has built such an immersive and carefully curated brand world, seemingly insignificant details can have disproportionate strategic importance,” she said. “The locker room facilities are not only functional but also a strong reflection of the brand’s taste level and market positioning.”
Muley said she is constantly looking for new opportunities and partners under the leadership of Equinox Partners. But CEO Harvey Spevak said that as Equinox ramps up its openings in the coming years (the company has 40 additional stores in the pipeline and expects to open about 10 a year) fashion business November), the company realized its locker room products had to match its luxury positioning. “As we open new clubs and continue to roll out new products and facilities, how do we continue to ensure [the amenities] Continue to follow suit? “
