In August 2019, Equinox announced a new connected spin bike and treadmill, along with a digital app, to compete directly with Peloton—the most significant threat to Equinox in its entire 29-year history, since there is little reason for a customer to have subscriptions to both services. Equinox believes this is an extension of its retail club locations—an “and” option, not an “or.” While this allows Equinox to sell a club and connected fitness membership in a bundle, which should minimize cannibalization of its core business, it will also have to sell stand-alone subscriptions that will cannibalize its core business. 

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