Equinox Fitness is a high-end fitness facility that provides premium gyms, individual coaching, and group exercise sessions. The firm has a wide range of membership alternatives and caters to a variety of fitness levels.
The success of Equinox Fitness is twofold. First, they manage to draw and keep people who want to remain healthy and fit while also enjoying the club atmosphere. So, naturally, we must ask: just who are these individuals driving Equinox’s achievements?
In this article, we take a look at the Equinox target market and understand what attracts them to these fitness clubs.
The Equinox Target Market: Who Are They?
To best understand the Equinox target market, we need to understand what attracts people to Equinox Fitness.
Is it because people simply want to work out, get healthy and become fit and an Equinox Fitness is the nearest fitness center to their home or office? Or is there something specific about Equinox Fitness that they prefer over other fitness centers?
By answering these questions, we can divide the Equinox target market into the following key customer segments:
- People looking to improve their fitness
- People trying to lose weight
- People who want to bulk up or tone their muscles
- People preparing for a game or competition
- Athletes who regularly play sports
- People who are rehabilitating after an injury or surgery
- Elderly people looking for a low-impact workout
- People who like to socialize at a luxury fitness club
Let’s now look closely at each of these customer segments.
#1. People looking to improve their fitness
The most obvious customer segment of the Equinox target market is people who are looking to improve their fitness.
Equinox Fitness caters to all types of people – those who have been living a sedentary lifestyle and want to begin working out, as well as those who work out regularly but haven’t seen the results they desire.
These people could use a fitness tracker to monitor their progress and see how they are doing. They could also be looking for an Equinox Fitness personal trainer to help them with their workout routine.
Equinox Fitness offers a wide range of cardio and strength-training equipment that people can use to improve their fitness. They also have several classes that people can take to improve their fitness. These include Boxing, Kickboxing, Dance, Pool cycling, Yoga and Pilates as well as a Spa to unwind in.
People in this market segment will usually look for an Equinox Fitness club that is close to their home or work and so convenient to reach.
#2. People trying to lose weight
One very common reason why people join a fitness center is to lose weight making such people an important segment of the Equinox target market.
Equinox Fitness clubs have cardio equipment like treadmills, ellipticals, and stationary bikes that people can use to lose weight. They also offer strength-training equipment to tone the muscles and give the body a more toned look.
#3. People who want to bulk up or tone their muscles
Another important reason why people go to gyms is to bulk up or tone their muscles.
Equinox Fitness has strength-training equipment like free weights, weight machines, and resistance bands that people can use to build muscle. They also offer personal trainers who can help people with their workout routines.
Equinox Fitness clubs usually have a wide range of free weights as this is one of the most popular ways to bulk up or tone muscles.
#4. People preparing for a game or competition
People preparing for a big game competition or even a small one like a marathon also form an important part of the Equinox target market.
These people will typically use cardio equipment to build their endurance. They will also use the strength-training equipment to build their muscles and help them recover from workouts faster.
Some people in this segment may also sign up for personal training to help them with their workout routines and reach their goals faster. These people may use a fitness app on their phones to track their progress as well. They could also use Equinox’s app called Equinox+.
#5. Athletes who regularly play sports
Athletes who practice a sport regularly need to stay in shape and so they also form an important part of the Equinox target market.
Depending on the sport they play, they will use different equipment. For example, Equinox Fitness has treadmills that can be used by runners to build their endurance. They also have free weights that can be used by basketball players to build their muscles.
#6. People who are rehabilitating after an injury or surgery
People who are recovering from an injury or surgery may be recommended by their doctor to join a gym to help them recover and rehabilitate faster.
Many people undergoing physical therapy or massage therapy may also join a gym as a part of their therapy and rehabilitation process.
These people are not necessarily diehard fans of Equinox Fitness. They could achieve their goals just as much in any other gym. But if they have an Equinox Fitness club near their home or even their work, they are more likely to join it simply because it is more convenient for them.
#7. Elderly people looking for a low-impact workout
Many elderly people take up working out later in life to stay active and healthy. They are not looking for a high-impact workout but rather a low-impact one that will not put too much strain on their bodies.
The objective of people in this age group is to improve their health and wellness by eating healthy and exercising regularly. They want to avoid injuries and so they may use the ellipticals or the stationary bikes at Equinox Fitness rather than the treadmills.
Equinox Fitness offers pilates lessons which can be great for active older adults.
#8. People who like to socialize at a luxury club
Equinox Fitness positions itself as a luxury fitness club. So in addition to all benefits of a fitness club, it also works as a club with its opportunities to socialize and network.
People who like the luxury club atmosphere are more likely to join Equinox Fitness than other gyms. They are attracted to things like a spa, a cafe, and swimming pools which are all available at Equinox Fitness clubs.
Conclusion
Equinox Fitness is a chain of high-end, luxury fitness clubs. It is considered an upscale brand and is known for its state-of-the-art facilities and amenities.
The Equinox target market is mostly made up of people who are looking to lose weight or tone their muscles. They offer a wide range of equipment and services to cater to this target market.
Their market includes people who want to bulk up or tone their muscles, people preparing for a game or competition, and athletes who play sports regularly.
People who are rehabilitating after an injury or surgery also tend to go to gyms and so are a segment of the Equinox target market as are elderly people looking for a low-impact workout.
Finally, the Equinox target market includes people who are looking for a mix of an athletic club and a luxury club.
