Expensive memberships to its roughly 100 gyms across the United States served as Equinox’s primary revenue driver for its three-decade existence. Digital, meanwhile, wasn’t top of mind. That changed last year when the company started selling stationary bikes that streamed SoulCycle classes and launched a $39.99 per month app, called Equinox+, that is loaded with spin classes, meditation, strength training, boxing and even Tom Brady-backed recovery workouts.