A partnership between a local juice shop and Equinox Fitness Club will end in Boston as the gym pursues a new relationship with a different juice bar. Squeeze Juice Co. has operated in concert with Equinox for five years, according to founder Sasha Nisenbaum, who announced that Equinox would instead bring in Juice Press, which has an existing partnership with Equinox gyms throughout New York City.
“All of us at Squeeze Juice Company are sad to end a partnership that was beneficial to launching our brand but certainly will look forward to being able to focus on launching our brand outside of mainly health clubs,” Nisenbaum wrote in a release.
Squeeze Juice Co. will close down its Dartmouth Street location today and will end operations at the Franklin Street spot on February 14. The company will move forward with plans to open new locations in South Station, at Somerville’s Assembly Row, and in Beverly, which are all on track for early spring debuts.
Boston has been riding the juice wave for a few years now, with a mix of locally-born companies — including Squeeze, Pressed, Energize, The Juice Union, and more — alongside out-of-towners like Juice Press and Liquiteria, which are both based in New York.
Nisenbaum’s announcement addressed competition from other juice companies and looked forward to new projects for Squeeze:
In 2012, we started out as one of the few local Boston Juice bars and we continue to strive to remain competitive and innovative while being faced by a number of national chain competitors. We have a number of extremely exciting projects on the horizon and will be able to announce more team additions and new locations in the near future. We would like to thank Equinox Holdings for a great five years and wish Juice Press nothing but continued success.
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