Inside Equinox: The Real Estate Behind the Fitness Brand

Season 7, Episode 2: How did Equinox evolve from a single gym in New York to a global luxury lifestyle and hotel brand? Today, we sit down with Jeff Weinhaus, Co-President and Chief Development Officer at Equinox, to break down the incredible real estate strategy behind the fitness empire. Jeff shares the inside story of how a stubborn lease negotiation won over billionaire Stephen Ross, why Equinox builds gyms inside historic bank vaults and sugar factories, and the exact "70/30 Rule" they use to decide which cities get a location next. We also dive into the future of wellness, the shift from cardio to heavy strength training, and what it takes to double a luxury portfolio without losing the brand's soul. Whether you’re curious about the brand's pivot toward longevity and mental health or how they plan to double their portfolio without losing their edge, this episode is a must-listen for anyone in capital markets or real estate development. Join us as we dive deep into the disciplined growth and creative vision that transformed a local family business into a global luxury platform. Shoutout to our sponsor, Henry AI. The fast track to investor-ready decks that actually stand out. TOPICS 0:00 - Intro & Jeff Weinhaus’s Background 6:07 - The Columbus Circle Deal & Winning Over Stephen Ross 10:06 - Expanding Beyond NYC & The First LA Location 13:07 - Navigating the Pandemic & Automating the Gym 15:33 - The Blue-Collar Origin Story of a Luxury Brand 18:54 - Building Gyms in Bank Vaults & Sugar Factories 21:37 - The 70/30 Rule of Real Estate & Location Scouting 31:19 - Equinox Hotels & The Science of Perfect Sleep 39:13 - The Art of the Deal: Negotiating with Landlords 43:08 - Sunbelt Migration & Targeting Second-Tier Cities 48:08 - Why Gen Z is Spending Their Money on Equinox 54:05 - New Fitness Trends: Cold Plunges & Padel 1:00:13 - International Expansion: London & The Middle East 1:04:37 - The Future: How Equinox Plans to Double in Size For more episodes of No Cap by CRE Daily visit https://www.credaily.com/podcast/ Watch this episode on YouTube: https://www.youtube.com/@NoCapCREDaily About No Cap Podcast Commercial real estate is a $20 trillion industry and a force that shapes America’s economic fabric and culture. No Cap by CRE Daily is the commercial real estate podcast that gives you an unfiltered ”No Cap” look into the industry’s biggest trends and the money game behind them. Each week co-hosts Jack Stone and Alex Gornik break down the latest headlines with some of the most influential and entertaining figures in commercial real estate. About CRE Daily CRE Daily is a digital media company covering the business of commercial real estate. Our mission is to empower professionals with the knowledge they need to make smarter decisions and do more business. We do this through our flagship newsletter (CRE Daily) which is read by 65,000+ investors, developers, brokers, and business leaders across the country. Our smart brevity format combined with need-to-know trends has made us one of the fastest growing media brands in commercial real estate.