*By Samantha Errico*
It's not fitness. It's life. Such is the motto of wellness brand Equinox ー which is taking that commitment to the next level with "Cycle for Survival."
As the founding partner of the organization and its accompanying movement, the company is literally investing in rare cancer research and trials at renowned hospital Memorial Sloan Kettering.
"At Equinox, we are a 'do good' company. We're about high-performance living and we felt that this was a cause we wanted to get involved in, " Scott Rosen, president of Equinox, told Cheddar Thursday morning shortly after his company rang the opening bell at the New York Stock Exchange to celebrate raising $200 million for the cause.
The movement, which donates every dollar raised to rare cancer research, was founded by an Equinox member in 2007. "It's a very grassroots oriented event," Rosen said.
The lifestyle brand has over 500 of its cycle instructors participate in Cycle For Survival every year, as well as 70 events across 24 different Equinox clubs. Participants raise money and cycle in shifts throughout the months of January, February, and March.
Equinox has been expanding its reach in the area of "high-performance living."
The company also operates PURE Yoga, Blink Fitness, and SoulCycle. It has invested in the boxing boutique Rumble and recently [announced](https://www.bloomberg.com/news/articles/2019-01-29/equinox-precision-run-flatiron-nyc-a-new-treadmill-gym) that it will launch a treadmill-only studio called Precision Run Club in New York City's Flatiron district.
The company is also expanding into the hotel space with the creation of Equinox Hotels. Thee luxury hospitality brand will arrive in New York City in June.
"We wanted to serve our demographic where they want to be served, and healthy travel is something that's a niche in the marketplace and is something we will capitalize on," Rosen said.
For the third year in a row, Cheddar will be participating in Cycle for Survival. The team will be joining the battle here in New York City on Mar. 8.
You can donate to the cause by clicking [here](http://mskcc.convio.net/goto/TeamCheddar).
For full interview [click here](https://cheddar.com/videos/cycle-for-survival-crosses-200m-in-the-fight-to-cure-cancer).
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