Fitness giant Equinox hires Christopher Norton from Four Seasons to be the first CEO of its hotel brand

Fitness giant Equinox Holdings Inc. has hired a top executive from Four Seasons Hotels and Resorts to be the first chief executive officer of its new hotel brand.

Christopher Norton, president, global product, and chief operating officer for Four Seasons, will start as the Equinox Hotel brand CEO in the fall, according to Harvey Spevak, CEO of Equinox.  Norton will oversee all facets of Equinox’s luxury hospitality business and execute future growth strategy.

Equinox is creating a new high-end hotel brand that aims to attract the same well-heeled clientele that are members of its upscale gyms and pay premium prices.

The company doesn’t disclose its membership figures, but Mr. Spevak said that the number was in the “mid hundreds of thousands” at 82 gyms worldwide.

Startup hotel brands sometimes struggle to attract capital partners to invest in real estate, but Equinox has an advantage here. Property developer Related Cos. is the majority owner of the fitness company, and it is investing or raising “several billions of dollars” toward acquiring sites for Equinox hotels. Mr. Spevak said that Related has made a financial commitment in five of the first six locations.

Equinox also hopes to distinguish itself with a blend of comfort and a focus on health and wellness.

The first hotel, a 225-room property under construction at the Hudson Yards development on Manhattan’s west side, is expected to open by early 2019. The site will include indoor and outdoor swimming pools, and a 60,000 square foot gym, the largest Equinox facility the company has built. Total cost of the first hotel is about $2 billion, according to the company.

“The Equinox philosophy of achieving a balanced life resonated with me both personally and professionally,” said Christopher Norton. “Designing premiere guest experiences with holistic health in mind is already an inherent part of my DNA and I see tremendous opportunity for the Equinox brand to redesign the luxury consumer experience in hospitality.”

Christopher Norton, CEO Equinox Hotels (Equinox Holdings)

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