Equinox Launches Digital Magazine As Part Of Aggressive Growth Strategy

NEW YORK, United States — Upscale fitness brand Equinox have launched a brand new digital magazine which will see them going head-to-head with popular digital consumer-focused health and fitness publications including Well + Good and MindBodyGreen.

In an effort to reframe and redirect their current content strategy, Furthermore, which launched this week, sees the brand’s former blog being dissolved in favour of a self-sustaining editorial and advertising model.

Speaking about the decision Sarah Robb O’Hagan, president of Equinox said:

“Today’s launch of Furthermore is a natural next step for Equinox. We are filling a huge void in the marketplace for marketers and advertisers who want to connect with an upscale, fitness-focused demographic in a high-end wellness environment.”

Covering a much broader range of topics, including fitness, travel and style, the launch of Furthermore will provide a new stream of revenue for the global brand who currently operate 77 clubs in America, the UK and Canada, generating a reported revenue of $882 million in 2014 alone.

Also rumoured to be launching a chain of fit-friendly hotels in New York and Los Angeles, Equinox, which is capitalising on enormous growth of the wellness tourism industry, is rapidly becoming a leader in the market.

In addition to the Equinox clubs, the company, which acquired a majority interest in SoulCycle in 2011, also own American-based budget gym Blink Fitness and most recently acquired Sports Club/LA and Reebok Sports Club/NY as part of an aggressive and long-term growth strategy.

However, not content on monopolising the market with its portfolio of fitness clubs, Equinox’s foray into editorial looks set to further the brand in the digital world.

Led by Liz Miersch, former editor at SELF magazine (who previously helmed the Q Blog) a team of writers whose work appears in Vogue, The New York Times and Condé Nast Traveler, will produce innovative articles to meet the demands of consumers who are increasingly searching for wellness-led content.

“Wellness is now at the center of the cultural conversation,” says Miersch. And Equinox plans on penetrating the very core of it.