Equinox is offering a $40,000 a year personalized wellness program to help you live longer. Here’s what it includes

Equinox fitness is largely known for two things: being a luxury wellness brand and having sky-high prices. This week it’s leaning into both with the announcement of a new personalized longevity program, Optimize by Equinox, that’ll deliver members a range of in-depth assessments and guidance—to the tune of $40,000 a year. “Equinox has always been known to anticipate consumer needs and to come up with programs to support them,” Julia Klim, vice president of strategic partnerships and business development for Equinox, tells Fortune. She notes that the company started hearing...