The Signature Story

The Invention of a Signature 

Every Signature Class starts in a room with the Group Fitness team, a mix of outside experts, and a blank slate. "We have regular programming brainstorms with the full-time team and experts we invite depending on what category we’re exploring," Irace says." There’s a lot going on at once. We discuss the research, the science, the end goals, and we start thinking about potential directions — often several directions. We test, learn, abandon, repeat," says Irace. 

It may take hours, weeks, or months, but Irace and Gervais agree that there’s always a lightbulb moment. "We know we have something when we’re having exciting conversations; you feel something spark," Gervais says.  

Take Barre Beyond, which launched earlier this year. The Group Fitness team’s challenge was taking a long-established format but introducing a new, distinctly Equinox approach.

"We found our inspiration in the outer edges of movement," says Irace. "In classical barre classes, the focus so often is controlled, small movements. We thought, ‘What if we focused on range of motion instead and the freedom that comes from that?’ We played with that idea, putting a rhythmic, musical component behind it, and what we got was a format that feels a bit like a dance even for someone who’s not a dancer. Barre Beyond lands in this space where you feel free to move, reaching for those outer limits." 

Consistency, with a Twist

In addition to innovation, Irace and Gervais say that Signature Classes prioritize consistency. They want members to feel like they can hop a flight from LA to New York without missing a beat in their routines. You may be far from your favorite instructor, but step into a Signature Class anywhere, and you’ll instantly feel connected. 

"Anyone in fitness knows it’s about consistency," says Irace. "Signature Classes are designed for our members, who we know are looking for specific results. If you can’t make it to your regular class, maybe because you’re traveling or your schedule looks different week to week, you can go to a Stronger class at a different Club or different time and still get the experience and physical outcomes you want and need."

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But consistency doesn’t mean over-emphasizing repetition or rigid structure. Part of the charm of Signature Classes is that they always offer an unexpected element: each instructor’s vision. "These are classes created by a team of experts, but they’re also taught by experts," says Gervais. "We believe in our talent and the creativity of our talent. They get to work within the structure to create their own style of programming, and that’s what members love." 

Irace agrees, "We intentionally leave the imprint open so the instructor can make it their own. Fitness at Equinox is the success that it is because of our talent. We can dream big, and then we can scale it because we have the talent to do that."

What’s Next for Signature Classes? 

Irace and Gervais say that member expectations and interests drive everything they create, including classes planned for 2025. "Our members are super informed, and they have a sense of where they want to go in the space," Irace says. "We look to them first."

Recently, the team noticed trending member interest in mind-body components where you might not normally expect them. That led them to launch Sonic Meditation this year, and it will inform upcoming classes, as well. 

You can also expect new equipment-focused classes similar to Whipped! and Ropes & Rowers. "Off the heels of Stronger, which demystified strength training, we’ve seen that members want new ways of incorporating specific pieces of equipment," says Irace. 

Finally, members can expect a new Signature Class focused on sub-maximal training. "It’s going to be a great thing for a member doing a lot of Barre or Pilates," adds Irace. "It’s the kind of class that asks you for a level-up in a challenging but attainable way." 

"The end goal is always to create something specifically for Equinox members," says Gervais. "Every class should feel like it’s bringing you closer to your particular goal — that's what keeps you coming back."