Equinox Fitness: The Analytics Behind the High-End Fitness Club

How has luxury fitness brand Equinox continued to thrive after 30 years in a highly competitive industry?

I’ve never much liked working out, but I do like looking at how brands grow — especially how brands grow in competitive industries.

One competitive industry that’s widespread and challenging to operate is fitness.

With high competition and constantly changing trends, how does a business find its niche and grow?

Equinox is a mainstream brand that’s done just this — after 30 years in business, they remain growing, evolving, and relevant as a fitness & lifestyle brand. How?

I see three reasons that we’ll dive into in this article:

• Well defined niche
• Diversified service offering
• Laser focused expansion strategy

Industry

Fitness is a notoriously challenging industry to succeed. Trends come and go. Competition is high. Consumer preferences change.

The universe of people who work out is large, but the available customers for any given gym is small.