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DROP AND GIVE ME 20: Equinox Fitness Clubs reminds members, “It’s Not Fitness. It’s Life,” and now the health club chain is taking that philosophy to the Web.

But “Q by Equinox,” is not all about kelp and kettlebell workouts. Former DailyCandy executive editor Jasmine Moir and Self magazine’s ex-fitness editor Liz Miersch have made sure the site has editorial content that appeals to gym goers and couch potatoes alike. In upcoming Q&As, Hilary Swank discusses her pet chicken and Katie Couric confesses she has a pink Hello Kitty bike. The newscaster-turned-talk-show-host also reveals her current obsession is persimmon-colored J. Crew corduroys. And shoe designer Alejandro Ingelmo admits he disliked what’s out there in the gym bag department so much that he designed one that will be sold at Neiman Marcus in December. Other features include lensman Timothy White’s tell-all about his favorite celebrity shots, author Kathy Freston’s plant-based picks and Black Tomato’s Tom Marchant’s favorite holidays. Next month foodies will be able to indulge in a how-to video by The Meatball Shop’s Michael Chernow and Daniel Holzman. But given the audience, the marinara-loving pair whipped up the healthy option of steamed red snapper, acorn squash and leeks.

This story first appeared in the September 26, 2011 issue of WWD. Subscribe Today.

Twenty-years-old as of today, Equinox lined up LeAnn Rimes, Neal Patrick Harris and other celebrities to tweet about its anniversary. Collectively, the VIPs have Twitter followings of nearly 30 million. Equinox will unveil its 52nd club in Marina del Ray this spring, and the first international one is set to bow in London next year.

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