Equinox’s head honcho, Harvey Spevak, tells us which U.S. cities are next on the company’s hit list, why it’s rapidly expanding across the Middle East, and the real reason for ditching Kiehl’s in the locker room. It took the Equinox Group—the parent company of luxury gym chain Equinox, Equinox hotels, and Soulcycle—around five years to recover from COVID. But the company has recovered, claiming that 2025 will be a record year from a profitability perspective.