Equinox is branching out of its expertise, opening its first branded hotel and investing in a real estate project that will include co-workspace and apartments, all in Manhattan’s newest and hippest location, Hudson Yards. Industrious, a venture-backed WeWork-like developer, with an enviable name, will be its partner. I am as amazed by the ambition and arrogance as I am by their success. However, because both positive and negative outcomes are possible, it’s important to remain open-minded.
