EOS Is Taking Southern California’s Premium Addresses and Filling Them with a Different Customer.

Four PersonaLive segments prove this statement. Two are young, affluent city residents: High Risers, high-income professionals in their late twenties and early thirties living alone in dense neighborhoods, and Urbanists, well-off renters of the same age in gentrified districts. Two are families: Fusion Families, high-income suburban parents in their late thirties and early forties, and Generational Go Getters, large working families earning $75,000 to $100,000.

Across Los Angeles and San Diego, the two urban segments supply 28.4% of Equinox’s revenue and 19.1% of ClassPass’s, the membership that sells access to the city’s studios. They supply 5.7% of EOS’s. The two family segments invert it: 17.8% of EOS’s revenue, 3.9% of Equinox’s and 6.9% of ClassPass’s.

ClassPass is on the chart as a proxy. It sells access to the numerous boutique and independent studios that compete in the premium gym market. Its customers look like Equinox’s, with eight of ClassPass’s ten largest segments also among Equinox’s ten largest.

EOS’s premium formats sit beside Equinox in every part of central Los Angeles where both operate. Beverly Landmark and the planned Sunset Lux bracket Equinox West Hollywood. EOS Lux Hollywood is 0.7 miles from Equinox Hollywood. Downtown, EOS’s Figueroa Lux is 0.4 miles from Equinox Downtown LA, with a second Lux at Grand and Cesar Chavez.

EOS places its premium formats beside established luxury clubs.

Central Los Angeles · operating and announced clubs

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The neighborhoods match too. Equinox’s ten leading segments are 29% of households across Los Angeles but 84% within three miles of EOS Beverly Landmark, matching their share around Equinox West Hollywood. EOS relies on a different customer, yet it sites its premium clubs as if it were a luxury gym drawing a luxury customer.

The pattern holds across Southern California. EOS operates seven Lux or Landmark clubs in the region, four in Los Angeles and three in Santa Barbara County, with Sunset to come; Equinox operates 26. San Diego is a different premium market. Equinox’s customer there skews older: affluent family segments supply 61% of its San Diego revenue against 37% in Los Angeles, while young urban segments fall from 49% to 29%. The younger audience there leans even harder toward the studios: Equinox’s San Diego customers buy ClassPass at 13.6%, nearly twice the Los Angeles rate.

EOS’s premium clubs cluster in central Los Angeles and Santa Barbara, inside a much larger luxury field.

Southern California premium gym network · eight counties · San Diego shown in the inset

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Los Angeles is the largest studio market in the panel, supplying 19.3% of ClassPass’s national revenue. The map shows 537 studios and class venues bookable through ClassPass across central Los Angeles, densest on the westside around Beverly Landmark and the Sunset site.

The studios crowd the same streets, and they sell to Equinox’s customer.

537 studios and class venues bookable through ClassPass · central Los Angeles · EOS and Equinox clubs shown for reference

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Who the studio market sells to

Share of each brand’s revenue that comes from Equinox’s ten leading customer segments. Los Angeles and San Diego.

Equinox75.0%

ClassPass59.1%

All gyms · category46.8%

EOS Fitness27.6%

Who also buys ClassPass

Share of each gym’s customers who also bought ClassPass, beside the rate among all shoppers in the market.

Los Angeles

EOS customers2.84%

Equinox customers7.18%

All shoppers1.13%

San Diego

EOS customers6.72%

Equinox customers13.64%

All shoppers1.72%

Who the studio market sells to, and who also buys ClassPass

Revenue from Equinox’s ten leading segments by brand, and ClassPass purchase rates in Los Angeles and San Diego.

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The studios and Equinox sell to the same customer. Equinox’s ten leading segments produce 59% of ClassPass’s revenue and 28% of EOS’s, and Equinox’s Los Angeles customers buy ClassPass at more than twice the rate EOS’s do. Equinox chose that customer deliberately and built the category’s most valuable membership on it; the studios formed around the same household. EOS’s customer sits outside that contest.

EOS knows the studios are there and does not try to match them where they are thickest. The clearest case is the Sunset Lux. Six million dollars is going into the renovation, and none of it into a class studio; the club will list virtual classes only. Downtown and in Hollywood, where the field is thinner, EOS’s Figueroa and Cole Avenue clubs run live yoga, dance and cardio classes.

EOS wants the luxury address because its customers want the building, the amenities and the neighborhood. It does not want the luxury price, because its customers will not pay it. The result is a value premium, a luxury club at dues its customers already pay, and it is working. In the year through July 2026, EOS’s California sales grew 71% against 1% for Equinox, helped by 25 new clubs.

The price gap is the point. The average EOS customer in Los Angeles spends $313 a year with the brand, an Equinox customer $2,591, and a ClassPass customer $510. Where the market changes, EOS’s take changes with it. In Santa Barbara, where it faces little competition from other gyms and does not draw from the lower-income segments it serves in Los Angeles, the average EOS customer spends $442, more than in either bigger market.