Equinox starts a running rebellion
Equinox was preparing to launch a new brand and open a standalone studio in NYC around its first-of-its kind, method-driven running program, Precision run.
To generate awareness and rally fitness enthusiasts around treadmill training, I partnered with the team to develop a social strategy, always-on content, and in-studio programming.
The strategy was developed to support three central themes.
Invite the haters.
Running is divisive. Some people love it. Many people hate it. Rather than hide from that truth we embraced it by hosting a launch event that engaged influential, self-identified runners and haters to attend the class and share their honest experience.
Precision > Perfection.
Running is about setting your PR and defining your personal best. We created content to highlight the individualized, efficient, and data driven aspects of the program. Highlighting what to expect from signature in-studio runs and the impact an informed coach can have in smashing your goals.
Find Your Pack.
The run community runs deep. To make the Precision Run more than a studio but a community mainstay we hosted runs with partners and friends. Programming including a running shoe launch with ON Running, a Pride run with Front Runners, and a speed dating Valentine’s run with Bumble were designed to activate hardcore runners to curious beginners and unlock the innate sense of belonging that comes from running in packs.
Client
Equinox
Role
Social Strategist