|17 December, 2019

Equinox partners with Alshaya group to bring portfolio of influential lifestyle brands to the middle east

Equinox, SoulCycle and Blink Fitness to enter the region beginning with Dubai in late 2020

Equinox partners with Alshaya group to bring portfolio of influential lifestyle brands to the middle east

Kuwait: Equinox Group, a high growth collective of the world’s most influential lifestyle brands, today announces its first move into the Middle East through a multi-market partnership with Alshaya Group, a leading international franchise operator, to bring three unparalleled fitness brands to the region: Equinox Fitness Clubs, SoulCycle and Blink Fitness. The partnership spans Alshaya’s many operating markets, with initial opening plans focused on Dubai in late 2020. 

Equinox is an innovative industry leader, masterfully connecting fitness, experiences and community across its portfolio of brands. Each brand will come to the market with a distinct proposition: Equinox Fitness Clubs offer bespoke results-focused programming and luxury amenities, SoulCycle, a unique studio-cycling experience and Blink Fitness, a premium yet affordable membership model. All three will answer the growing demand for world-class lifestyle brands in the Middle East.

This is a seminal moment for Equinox, marking a period of extensive global expansion,” commented Harvey Spevak, Executive Chairman and Managing Partner of Equinox Group. “We are committed to answering demand for the Equinox lifestyle, anticipating the needs of our community and meeting them in key cities around the globe. Partnering with Alshaya is key to our success, they are talented and discerning executors, whose philosophy and approach to luxury aligns perfectly with ours. Together, we will create a never-before-seen category of lifestyle destinations across the Middle East.”

“We are very excited about our new partnership with Equinox Group which marks an important new diversification of our business,” adds Mohammed Alshaya, Executive Chairman of Alshaya Group. “There is a growing demand in the region for innovative brands which reach beyond fitness and into health and well-being. We look forward to introducing Equinox Fitness Clubs, SoulCycle and Blink to new customers in the Middle East and beyond.”

Equinox: Founded in 1991, Equinox was built on the notion that fitness can empower a life well-lived and foster a strong community of high performance individuals. Nearly 30 years later, Equinox continues to lead and disrupt the category it singularly defined, operating over 100 full-service Clubs globally across major US cities including New York, LA, Miami and San Francisco as well as London, Toronto and Vancouver, each featuring bespoke design in an unparalleled luxury environment. Grounded in the core tenets of Movement, Nutrition and Regeneration and backed by a Health Advisory Board of industry-leading experts across these disciplines, the company offers a holistic approach to fitness, inclusive of Equinox signature group fitness classes, personal training, Pilates, spa services, apparel, experiential travel and food & beverage.

SoulCycle: SoulCycle transformed boutique fitness with the launch of its signature indoor cycling class in New York City in 2006, and has since continued to innovate and grow its community. There are currently more than 95 studios across North America, Canada and the United Kingdom. In addition to offering a one-of-a-kind experience, studios are popular retail destinations, and the brand recently launched its first proprietary apparel collection, Soul by SoulCycle. Website: www.soul-cycle.com  Instagram: Instagram.com/soulcycle.

Blink Fitness: Blink is a premium but affordable fitness brand that is challenging conventional fitness stereotypes. Through its revolutionary philosophy of Mood Above Muscle®, Blink celebrates how exercise makes you feel versus how it makes you look. Blink has 140 locations open or in development throughout the United States. Blink has been ranked on the Inc. 5000 list three times, was recognized as one of the top health clubs by Club Industry and was selected as the best budget gym chain by Men's Health. Website: Blink Fitness.



Equinox Group is a high-growth collective of the world’s most influential lifestyle brands, that are disruptive leaders in the convergence of fitness, experiences and community. Its mission is to restlessly seek what is next for maximizing life and boldly grow the lifestyle brands and experiences that define it. Equinox Group’s portfolio of brands currently includes Equinox®, Equinox Hotels™, SoulCycle®, Precision Run®, Blink Fitness®, Furthermore®, PROJECT by Equinox®, E by Equinox™, Pure Yoga® and Equinox Explore™. Its creative vision and strategic growth are led by Executive Chairman and Managing Partner Harvey Spevak.  Website: www.equinox.com   Instagram: Instagram.com/equinox. 


As a leading international franchise operator, with nearly 90 of the world’s most recognised brands in its portfolio, Alshaya Group brings great shopping, dining, leisure and hospitality experiences to millions of customers in prime locations across the Middle East & North Africa, Russia, Turkey, Europe and beyond.  Alshaya’s portfolio of well-loved international brands includes Starbucks, H&M, Mothercare, Debenhams, American Eagle Outfitters, P.F. Chang’s, The Cheesecake Factory, The Body Shop, M.A.C, Victoria’s Secret, Boots, Pottery Barn, KidZania and coming soon, Hampton by Hilton.  A diverse, skilled team of 60,000 people from 120 nationalities support more than 4,000 stores, cafes, restaurants and leisure destinations, a growing online business and a commitment to delivering great customer experiences. Learn about Alshaya Group at www.alshaya.com . Follow us on Facebook and Instagram. 

Nick Sandham
Alshaya Group
+965 94013046

© Press Release 2019

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