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The Background
As with most gyms, Equinox’s business took a hit during the Pandemic. About 50% of its past members have canceled their membership since the shutdowns in March 2020, even with Equinox offering online fitness classes to its members and limited capability facilities that provide a safe space to workout.
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The Ask
Drive Equinox’s membership to pre-pandemic levels by targeting those who have cancelled their memberships in the last two years.
The Brief
So what’s Equinox?
It’s a top tier fitness club, located in the biggest cities in the US. It has state of the art facilities, top of the line equipment, and amazing spas. But there has to be more to it than that to justify a $300/month price tag…
The Biggest Challenge
Of ex-gym goers described their at home fitness routines as just as effective as going to the gym (source).
This statistic is worrisome for any gym, but it’s a bigger problem for Equinox because their members can easily buy a Peloton, or even entire home gyms.
The Problem
Most people are working out at home now, especially ex-Equinox members that can afford amazing home gyms.
The Insight
Equinox doesn’t just sell a gym membership, it sells access to an exclusive, top-of-the-line social club.
