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Digital Forum: Equinox Media Flexes the Power of Engagement

Equinox might be synonymous with physical fitness, health and wellness, but Equinox Media’s chief executive officer Jason LaRose is all about the power engagement. From his standpoint, the reason to talk about the fitness industry is that it is one of the rare sectors where the digital and the physical are growing together. Having joined Equinox Media this spring after working as Under Armour’s president of North America, LaRose said, “The mission we are up against is to really break down the borders and not talk about digital and physical any more, just really make the brand highly accessible by giving them the best branded class content, personalized programs for one-to-one, world-class coaching and seamless online and offline experiences.” The Equinox Group’s diversified portfolio includes Equinox-SoulCycle-Blink Fitness enthusiasts who comprise “a highly engaged community,” LaRose said. “They are very vocal, they have some very strong points of view,” he said. The holding company also has Equinox Hotels, interval-based indoor running business Precision Run, the content incubator Project by Equinox, branded lifestyle content Furthermore from Equinox among other assets. With 300 locations across its banners, Equinox has 165,000 daily visits to its various clubs, 8,000 daily personal training sessions, 6,000 trainers and personal

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