Equinox’s $40,000 membership may offer a unique opportunity for retailers

If you thought boutique gym membership prices were getting unreasonably high, well, this one’s going to be a shocker. Equinox is all set to introduce its most expensive membership program yet—which will cost you an eye-popping $40,000 per year.

Launched in partnership with Function Health, the extravagant membership, dubbed “Optimize by Equinox,” offers personal training, nutrition planning, massages, and sleep coaching. Members will undergo twice-yearly “biomarker” tests that analyze the heart, kidneys, liver, and metabolic and immune systems, along with testing for fitness, nutrients, and cancer markers.

“It’s the same as Formula 1 or an athlete, where you are given a team of top experts in all these different verticals, to design a program based on all the data that we collected,” Julia Klim, Equinox’s VP of strategic partnerships and business development, told CNBC.

Work it out: Now, this may be a $$$ proposition for most people, but a possibly beneficial one for brands that want to target the wealthiest of audiences.

Equinox boasts retail partnerships with a range of athleisure brands, including Lululemon, Caraa, and Nike, which are sold online and at its onsite shops. Currently, there are more than 100 Equinox gyms around the world.

Last year, the chain also announced partnerships with luxury fashion, nutrition, travel, and entertainment brands such as StockX, Bezel, and Oura, to offer perks to members beyond the gym.

So whether you’re Equinox or a retailer hoping to collaborate with the company, the expensive new membership seems like a win-win.