Equinox Group, the operator of Equinox Fitness Clubs, Blink Fitness, Pure Yoga and SoulCycle, is an advanced talks to secure additional funding to expand its digital platform, according to a report from Bloomberg.
The move comes as Peloton went public in December with a valuation of $8.1 billion. Equinox’s funding is expected to come from investors including private equity firm Silver Lake.
In August, Equinox Group announced the development of a multi-brand digital platform offering premium fitness content from its brands with personalized programming from instructors. The program is expected to include a custom SoulCycle bike designed for at-home use, and a proprietary Woodway treadmill exclusively created for Precision Run. Equinox’s digital initiative is being led by Jason LaRose, former president, North America at Under Armour.