Spa Business issue 3 2017

Page 40


AMANDA AL-MASRI Vice president of spa services – Equinox

Equinox has built a reputation as an integrative lifestyle club where spa and fitness work together. Now, as the brand delves into the world of luxury hotels, Jane Kitchen talks to Amanda Al-Masri, the brand’s new VP of spa services


Al-Masri joined Equinox this year, moving from a position as global director of spa for Starwood

40 issue 3 2017


n the past 25 years, Equinox has managed to change the face of health clubs, and to quietly assemble a collection of 88 spas that cater to a hip, high-performance clientele. Its spas have been successful in their own right, but they’re also uniquely positioned within the gym, with specialists in both departments working together to create a holistic wellness plan for their clients. The first Equinox opened in New York in 1991; today, the brand has expanded across the US, with locations in Los Angeles, San Francisco, Miami, Chicago, Boston, Dallas, Houston and Washington, DC, as well as clubs in London, Toronto and Vancouver. But next year, the upscale gym giant will take a huge leap into the luxury hotel business, bringing its core philosophies to “the art of travel”. The first Equinox Hotel is set to open in 2019 in New York City’s Hudson Yards, and will have a focus on movement, with a 60,000sq ft (5,400sq m) gym – and a “major” spa. Equinox has plans to significantly grow its hotel business beyond New York, adding more than 50 locations. It’s serious about the hotel business, as evidenced by two recent hires; last year the company brought on Christopher Norton – formerly COO of Four Seasons – as CEO of the hospitality business. And earlier this year, Equinox named Amanda Al-Masri – who had been working as global director of spa operations and development for Starwood – as vice president of spa services.

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