Having worked for the likes of Nike, W Hotels, and Ian Schrager, Aaron Richter took a risk when he joined Equinox during a time when the fitness industry lacked design direction. Now, as senior vice president of design, Richter is rewriting the rules of what a guest experience should be. For its brand evolution from fitness clubs to hotels, Equinox calls itself a new kind of luxury, powered by possibilities. When many are trying to figure out the $4.2 trillion wellness industry, Equinox is leading the pack.

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