Gyms Are Capitalizing On The Death Of Fashion

It’s no secret that consumers, especially younger ones, are more likely to spend money on experiences than clothing these days. So what’s a startup selling high-end sportswear to do? Follow the money. Equinox, a luxury gym brand with a high monthly price tag to match, has begun entering into partnerships with startups to sell products in their fitness clubs, right near the front. Men’s underwear startup Mack Weldon and luxury sportswear seller Rhone Apparel have both entered into agreements with Equinox to sell apparel at the gym’s boutiques. The Rhone partnership involved 11 pop-up shops in Equinox gyms across the country, while the Mack Weldon deal is more permanent in nature. Read more at Business Insider.