In August 2019, Equinox announced a new connected spin bike and treadmill, along with a digital app, to compete directly with Peloton—the most significant threat to Equinox in its entire 29-year history, since there is little reason for a customer to have subscriptions to both services. Equinox believes this is an extension of its retail club locations—an “and” option, not an “or.” While this allows Equinox to sell a club and connected fitness membership in a bundle, which should minimize cannibalization of its core business, it will also have to sell stand-alone subscriptions that will cannibalize its core business. 

Become a member to access this research.

Empowering leaders with the unparalleled insights, connections and data required to build enduring consumer brands.

Insights

Dynamically track the most important themes and developments for consumer brands with Threads; Dissect the trajectory of fast-growing consumer brands with Knowledge Bases.

Connections

Connect with peers and problem solve off-the-record at Founder Therapy; Foster deep connections and uncover opportunities at off-the-record events such as Loose Threads Live; Text us a business challenge and we’ll help solve it with the SOS Hotline.

Data

Benchmark and evolve your marketing strategy with The Megaphone Report, our quarterly report evaluating how 50 brands and retailers are using Facebook, Instagram and email marketing.
subscribe