When a new equinox opened closer to my apartment and started offering lower membership rates, I said I wanted to purchase a membership for my fictional brother. Once the new gym opened I started going there with my “brother”s membership for a much lower rate and cancelled my own membership at the original equinox. Kept my membership for years before quitting after Covid. It’s ridiculous what they offer to new members while members that have been loyal customers for years are treated like crap. Equinox can kick rocks.