Equinox fitness venues are some of the most luxurious on the market, making Equinox a major luxury brand in the world of fitness. This is, however, reflected in Equinox membership costs.

So this, ultimately, is an exercise in standardising dividends and branding - the chance to expose horse players in another country to what is as good a racing product as any on the planet.

If you already own a Ferrari laptop, Ferrari watch, Ferrari shoes, Ferrari pen, Ferrari speakers and Ferrari surfboard, then maybe you'll be in the demographic for this new Ferrari Unica Home Gym.