OVERVIEW

Known for its state-of-the-art facilities, award-winning classes, sought-after personal trainers, and luxurious amenities, Equinox Fitness Clubs expanded its presence in the Midwest with locations in Illinois, Washington D.C., Michigan, Florida, and Texas. With a strong reputation on the coasts, the brand’s bi-coastal approach did not initially resonate with Midwest sensibilities, and performance lagged. Page One Public Relations counseled Equinox on hyper-local strategies, such as focusing on group classes over personal training, leveraging expert positioning to differentiate from competitors, and engaging media and local VIPs to experience the “Equinox difference.” Page One worked with Equinox for more than 10 years — the longest consulting partnership in the brand’s history — with scope expanding from Chicago to all Central region locations.