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The Fitness World’s New Three-Step Plan

Fitness, wellness, beauty brand. That appears to be the new trajectory being adopted by a fitness industry eager to intersect with the multitrillion-dollar wellness movement and multibillion-dollar beauty world. Trainers as well as studios and gyms ranging from boutique to big box are looking to extend their reach beyond the actual workouts they’re peddling, whether it’s creating protein powders to fuel the body from the inside out or segueing into beauty, from linking with Gen Z and Millennial favorite Glossier to formulating stand-alone skin-care brands. “To say there’s a convergence of fitness, wellness and beauty is an understatement. They are all the same,” said Vimla Black Gupta, chief marketing officer at Equinox, who called the club’s motto, “It’s not fitness. It’s life,” a prescient metaphor for the current melding of the three sectors. Before joining the fitness behemoth in December, Black Gupta spent nearly two decades in the beauty space, including 10 years at Procter & Gamble and nine years at the Estée Lauder Cos. Inc., where she most recently was the global senior vice president of marketing at Bobbi Brown. “At the end of the day, people want to look good, they want to feel good, they want to perform at their best, whether it’s beauty

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