Equinox Pilots AI for Personalized Workout and Nutrition Advice

Equinox, the luxury fitness operator, is piloting a generative AI tool to enhance workout and nutrition recommendations for its members. According to Eswar Veluri, Equinox’s chief technology officer, the initiative reflects the company’s broader focus on leveraging AI for productivity and personalization [1]. The AI-powered feature, embedded in the Equinox-branded mobile app, is currently accessible to employees, starting with the tech team before potentially expanding to all users [1]. Veluri emphasizes that the system is built on Equinox’s proprietary training data, offering a level of personalization that distinguishes it from general AI-generated recommendations [1].

The pilot incorporates a feedback loop where users can provide detailed written input, which is then processed by large language models to refine future recommendations. This contrasts with older systems that relied on simpler feedback mechanisms like “thumbs up” or “thumbs down” [1]. Veluri highlights that this interactive approach enhances user agency and personalization, which is a key differentiator for Equinox’s premium fitness experience [1].

Equinox has long been integrating AI into its operations, with past implementations including class recommendations based on member preferences and behavioral patterns. Veluri notes that such features have led to increased class bookings and reduced member attrition [1]. More recently, the company launched an AI chatbot to handle basic inquiries like gym hours, further improving member convenience [1]. The company’s technology team, though relatively small with around 80 members, is tasked with maintaining a careful balance of innovation and fiscal responsibility [1].

Equinox has also partnered closely with Amazon Web Services (AWS), which helped rearchitect the company’s tech stack to improve efficiency. While AWS hosts much of the infrastructure, Equinox uses large language models from multiple providers, including Anthropic [1]. Veluri fosters a culture of innovation within his team, encouraging all members to suggest new mobile app features and regularly benchmarking against competitors [1].

Veluri, who has been with Equinox since 2010, has seen the fitness industry evolve rapidly with the widespread adoption of fitness tracking devices. These tools, such as the Apple Watch and Fitbit, have made health data more accessible but often lack the personalized guidance offered by Equinox’s in-house trainers [1]. By embedding AI with its proprietary knowledge, Equinox aims to bridge this gap and provide a service that aligns with its premium brand [1].

The move aligns with broader trends in AI adoption, particularly in the business technology space. A recent survey by Couchbase found that businesses are losing significant revenue due to delays in leveraging AI, with top challenges including risk perception and budget constraints [2]. Equinox’s cautious, pilot-driven approach mirrors strategies advised by industry leaders, such as piloting solutions before full deployment to assess feasibility and cost [2].

The fitness sector is not alone in exploring AI for personalized services. Across industries, generative AI is reshaping how companies interact with customers and streamline operations. However, the widespread use of AI has also sparked concerns, including job displacement and ethical use, as highlighted by reports on AI-related job cuts and regulatory efforts in the EU [3]. Despite these challenges, companies like Equinox see AI as a tool to enhance—not replace—human expertise [1].

Equinox’s pilot underscores how AI can be integrated into a service-based model to deliver tailored experiences. As the company tests the waters, its approach may serve as a blueprint for other industries seeking to balance innovation with user trust and quality of service [1].

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Source:

[1] Why Equinox’s CTO is testing a generative AI pilot to suggest workout and nutrition advice

(https://fortune.com/2025/08/06/why-equinoxs-cto-is-testing-a-generative-ai-pilot-to-suggest-workout-and-nutrition-advice/)

[2] IT leaders say they are losing 8.6% of business revenue on inability to tap AI

(https://fortune.com/2025/08/06/it-leaders-losing-8-6-revenue-ai/)

[3] AI blamed for thousands of job cuts so far this year

(https://fortune.com/2025/08/06/ai-job-cuts/)