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US fitness brand Equinox is limbering up for expansion, and on Tuesday outlined plans to open in London’s Soho and enter the Middle East market.

The firm has signed a deal with West End landlord Shaftesbury to create a luxury fitness club on the corner of Broadwick and Marshall Street, ready for use in 2021.

That will join its four existing or planned UK sites, including Kensington and St James’s.

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Harvey Spevak, executive chairman of Equinox, called London “an important market” where demand is high. He added: “We believe London’s energy and resilience will ensure it remains a magnet for high-performance individuals, where investment in health and fitness is a priority.”

The company also said it will work with franchise operator Alshaya Group to launch the firm’s fitness brands, Equinox, SoulCycle and Blink Fitness in Dubai from late next year.

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Spevak said: “This is a seminal moment for Equinox, marking a period of extensive global expansion.”


Source: Evening Standard

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