Equinox Fitness Chicago

Equinox Fitness is a fitness center chain mostly located in metropolitan New York and other highly populated cities.

History

Equinox Fitness is a luxury fitness company with $225 million (USD) in revenues that has over 5,000 employees and 45 clubs, based out of New York City, with 150,000 members in eight states including the following cities: Boston, Chicago, Dallas, Los Angeles, Miami, New York, San Francisco, San Mateo, Palo Alto, and Tysons Corner.

Positioning

In addition to its regular clubs, Equinox operates two special clubs in New York and California that cost and offer more, such as lounges and high-tech cardio and strength equipment used by professional athletes. Equinox offers a "spa" environment (and spa services), four tiers of personal training (from tier I to tier IV) and extensive yoga/Pilates classes.

Some Equinox clubs provides the use of its Kids' Club service, in which members are able to bring young children to the club and leave them under the supervision of kid-friendly associates while exercising. Members are allowed to leave young children for a maximum of 2-hours per day at the rate of $9 per child per day. This service is separate from the month-to-month contract.

Some Equinox clubs also offers an in-house cafe provided by Elixir Juice Bar . Elixir provides customised smoothies and food designed as a healthier alternative from a regular meal made at home. All mixed drinks include health supplements to supply the vitamins and minerals that are sometimes missing from a regular diet. Elixir is run separately from the Equinox system.

Membership Cost

Equinox charges a list rate of from US$ 140 to US$ 173 per month to be a member. Equinox does not offer discounts on membership or initiation fees except during certain months or if you work for a company. There are four distinct levels of Personal Trainers available. Each higher level charges a higher per-session rate.

Marketing and Promotion

In January 2008, the "What's Your After?" advertising campaign, shot by fashion photographer Ellen von Unwerth, was launched appearing in Vanity Fair, US Weekly, the New York Post, and LA Times.

Management Team

• Harvey Spevak, Chief Executive Officer
• Scott Rosen, Chief Operating Office
• Jeff Grayson, Chief Information Officer
• Bianca Kosoy, Creative Director

References

1. ^ Microsoft People-Ready case Study
2. ^ ^{a b} "Scoring a Deal on a Gym Membership" Wall Street Journal article from April 17, 2008

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