Client Project

Gamifying Group Fitness for Equinox

Client

Equinox

Challenge

Equinox members have an insatiable drive and appetite for pushing their own limitations in the pursuit of health and wellness. To satisfy their ambition and harness the power of communal behaviors, Equinox needed to develop new, innovative, digitally-enabled group fitness experiences to drive sign-ups and deepen engagement with its core members.

Opportunity

Catalyze the spirit and drive of the Equinox fitness community by developing interactive, group cycling experiences that maximize psychological and physiological health benefits through game play, informed by the world’s smartest mind and body experts.
Audience Impact
# of Daily Visitors
1000
Spatial Impact
# of Locations
5 Locations
Company Size
Company Revenue
$7.3B

Research-Based Game Mechanics


Interviews with instructors, members, and key fitness advisors helped to shape the visual, sonic and interactive aspects of the experience. We delicately balanced heads-up and heads-down information, at-a-glace UI, and big sensorial audio/visual moments to mark milestones in the game play. This “calm tech” approach ensures participants receive the right amount of information and feedback at any given time - even in the midst of strenuous group activity.

A Simple Visual System, Complex Dynamics


We developed a suite of distinct games to address both endurance and sprint-related physiological benefits, and to optimize both collaborative and competitive group behaviors. To balance these complex dynamics, each game uses a range of minimalist 2D and 3D graphical environments that provide both informational and inspirational feedback. Data points, teams, individual and group progress, are packaged into an extremely efficient (and technically light-weight) visual display.
This is my FAVORITE class of all time at Equinox…
-Member
I always push myself so much harder in this class than other cycling classes…
-Member
My usual Pursuit classes are always packed and have a great culture / camaraderie…
-Member

Unrealized Project

Flexing Data-Driven Hospitality with Equinox

Client

Equinox Hotels / Related

Challenge

Related’s first Equinox Hotel property in New York’s Hudson Yards is the penultimate example of uniting wellness, customized hospitality and high design. To deliver on this proposition, C-Suite leadership from both organizations sought to create a first of its kind brand experience to punctuate a guest’s arrival and first impression. 

Opportunity

Rethink the tropes of the traditional hotel concierge and develop an experience rooted in co-creation and customization, and informed by data, insights, and community preferences. Provide an intimate experience platform with unparalleled local knowledge that only Equinox - with its built-in, culturally savvy, and wellness-obsessed member base - could deliver.
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