Increased passion for wellness is showing up outside the gym too with the number of people participating in running events growing an average of 9% every year since 2005. Millennials have a different perception of what it means to be healthy with a bigger focus on day-to-day routine, living an active lifestyle, eating well and taking care of their minds. On average, Boomers and Gen X’ers define health as not being sick, or having an appropriate height/weight proportion. The rise of health as a status symbol is a byproduct of the millennials have towards health. As humans rise up Maslow’s Hierarchy of Needs, wellness is at the center of more conversations than ever before. While status was once defined by the size of our house and the car we drove, Facebook, Instagram and Snapchat provide 24/7 insight into our lives, thereby putting experiences above possessions in the quest for esteemed social status. Belonging to Equinox says you’re deeply committed to health. The Equinox routine is an attractive routine to share on social media, in addition to the boost in physical appearance that frequenting the gym offers. People follow their friends and influencers to see what they’re doing and what they stand for. People don’t go to social media to see what their friends own. At its core, experiences shared through social media become the lens through which the world sees us.Īs our lives become more transparent, the things we do influence social status more than ever before. While we’re more transparent on Snapchat, we’re more likely to share our experiences when we’re doing something that boosts our social capital. On Instagram, we show off the glamorous parts of ourselves with carefully edited feeds that convey contrived personas. Facebook hosts our memories and our interests. The rise of social media gives us an outlet to broadcast our lives in ways that weren’t possible just a decade ago. Millennials demonstrate success through their lifestyle, not material possessions Millennials demonstrate success through their lifestyle, not material possessionsġ. Inherent in its rise, Equinox capitalizes on five core trends: They credit the health boost to increased productivity, stronger social networks, and increased fulfillment. Members will say their Equinox membership has made them a better citizen of the world. The club is geared towards technologically-savvy, successful Millennials looking to maximize their lives. Equinox capitalizes on the unique characteristics of high achieving urban Millennials, differentiating themselves from the macho-man, blue collar vibes of Gold’s Gym and Planet Fitness. Brand messaging reminds its members why they moved to New York in the first place - to put in their 10,000 hours and achieve greatness.Įquinox has built a powerful luxury brand with a careful focus on hospitality and strong brand partnerships with high-end brands like Juice Press, Net-A-Porter, Smartwater, Lululemon and Kiehls. It’s the one luxury I treat myself to in spite of a shoestring budget that keeps me away from fine steakhouses, bars on the weekends, and events at the Madison Square Garden.Įquinox is a mecca for passionate urban achievers who wake up every day trying to become better versions of themselves. And it’s a soothing escape from the intense streets of New York City… with refrigerated eucalyptus scented towels! That’s why the average Equinox member visits four times per week, more than double the monthly attendance of the average American gym member.Īs one member put it, Equinox regulars personify the journey of the Equinox itself, a journey of fitness that leads towards self-discovery. Let’s go.Īsk any Equinox member about their experience and they’ll say the same thing: I love it there.Įquinox is more than a gym - it’s a fitness club. I look in the mirror and nod my head to pump myself up. I rip off the sheets, jump out of bed and throw on neon compression shorts, a bright orange shirt and gray shorts to complement my bright blue Nikes. As I lay in bed scrolling my Twitter feed, I see a new post from Equinox: “Morning people aren’t born. Doing so is the difference between a relaxing weekend and five days of locked-in intensity. The sun is rising and I’m waiting as long as I can to pull the covers off myself and get out of bed.
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