Equinox Now Flexing Its Muscles and Shaming Wimpy Gyms in Westwood Too

Los Angeles magazine dedicates one issue each year to nightlife and it just came out. They plaster 1 celebrity on the cover to personify, brand, and publicly celebrate their role in (or “as”) the current peak of LA nightlife. You know it’s a top shelf event when the embodiment himself lights up your event that night. Sadly I lost out on the cover this year (Jeremy Piven), but if I hire Spin Shoppe PR, I think I’m a lock for 2007.

Last night Spin Shoppe opened the Westwood branch of Equinox Fitness Club, dubbed as “the best fitness club in America” by Fitness Magazine. If Ian Schrager once accidentally built the hotel gym in the lobby, it would be awesome,and look like Equinox Westwood.

Shiny, marbly, tons of wide open space, gleaming, clean, and just plain huge… with a faint eucalyptis whiff of calm that envelopes you at day spas – it makes you want to get really healthy. Naturally, we got right in the mood by drinking, smoking, and eating everything in sight. And we felt great afterwards.

In a brilliant marriage of LA’s favorite icons and lifestyles, SSPR brought a red carpet to a fitness club, and extended their streak by racking up another impressive Hollywood event in the 310. Making the trip to the Westiside to pick up free memberships: Not just a Duff, but both Hilary and Haylie Duff, supermodel Amber Valetta, ex-fling of a Fear Factor receptionist Jamie Kennedy, some kid who stars in NBC’s “Surface” who bears a striking resemblance to Will Makar who sadly across town at CBS television city was simultaneously being booted from American Idol. Oh yeah, and just to make it officially an athletic event, skater Tara Lipinsky.


Spin Shoppe brought their Entourage – various Rappaports of the Peter variety, a Valins, a Venessa, a Dax, and a G. and a Leonard (now a SSPR event regular) – and I demand that our Entourage had more fun.


Now don't get me wrong. I am a CRUNCH person - and my gym boils over with wannabees and the “almost elite” – at the social level where promoters and hosts recognize and say "hi", but don’t comp. (Hey, sounds like me. I guess Piven was the right choice for this year). Anyways, Crunch people are people who try to get "network approved" by, "produced by", and "promoted by" Equinox people.

Last night there were even female bartenders set up in the male locker room slinging drinks. There was some version of a teen flick fantasy scene in there, but I’m not sure what it is. And they were wearing monogrammed towel dresses . So the secret message is: If you can afford Equinox, join it. Or just get famous and go to the next opening instead.

The BOXSCORE:
Companies suffering lost productivity this morning: MTV Networks, Trench Studios, Spin Shoppe, United Vision Financial, The Monkey Bunch/ESPN Deportes, ShopBop.com, Prive.


Do 10 reps of “checking out my photos” at the Kodak Gallery here.

Or step touch over to Wire Image to check out Red Carpet photos.