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How Equinox pivoted from clubs to content

March 29, 2021

For the Equinox Group, 2020 was the year the fitness clubs were replaced by fitness content. The Equinox Group itself, and the brands it owns — including SoulCycle and Blink Fitness — had built a business around in-person training, something that was simply not viable under lockdown.

Josh Rappaport, Director, Post-Production and Publishing at Equinox Media, told us: “The pandemic lockdown certainly shifted a lot of the priorities on the content team. One of the biggest challenges being — how do we all continue to work in lock-step, understanding what each teammate is working on, and providing visibility to all collaborators without being together in-person?”

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