Lifestyle brand, Equinox has signed a deal with eight high-end consumer brands to create a new loyalty programme of benefits for members.

Called Equinox Circle, the initiative is the brainchild of Julia Klim, VP of strategic partnerships and business development for the high-end fitness company.

Each of the eight partners will deliver unique offers to Equinox members in a move designed to add value to their membership, which can cost up to £250 in the UK and between US$170 and US$290 in the US.

The curated collection of luxury brand partners is spread across lifestyle, nutrition, fashion, travel, and entertainment.

The brands are shoe and fashion retailed StockX; luxury watch marketplace Bezel; private helicopter and seaplane company Blade; wearable tech firm Oura; restaurant booking platform Dorsia; members-only boutique travel agency Indagare; meal delivery service Provenance; and supplements specialist Thorne.

Existing Equinox partners and deals include American Express, Google TV, Hyperice and Break the Love.

Klim, who has been with Equinox since 2019, said: "Equinox has over 30 years experience engaging with and building a community of members who are in constant pursuit of elevating their lifestyle.

"From nutrition and supplements to travel and fashion, members often look to us for guidance.

"These conversations were the catalyst to developing this highly curated offering, and doing so in a way that only Equinox can."

More widely, Klim is working to build a strategic partnerships arm for the business through Web3 and ‘reimagining the role of health and wellness in fashion and culture through partnerships is fashion, beauty, travel, healthcare, data and wellness.’

Equinox Group has a portfolio of wellness brands with 300 properties globally, including Equinox Fitness, Equinox Hotels, SoulCycle, Blink Fitness, Equinox Media, Pure Yoga, Furthermore and Precision Run.

It also launched E by Equinox, a high-end, customised wellness offering which functions out of two clubs – in London and New York.

The company’s Equinox+ App gives access to on-demand workouts, recovery and mental health support from Equinox, SoulCycle, Solidcore, TB12, Pure Yoga, Precision Run and HeadStrong.