Les Mills
Les Mills
Les Mills
Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

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Mastectomy scars and cannabis part of provocative Equinox 2017 marketing campaign

Equinox, the US gym and lifestyle brand, has launched a provocative new advertising campaign, which features images of a woman baring mastectomy scars and the cultivation of cannabis.

The Commit to Something campaign uses shots by world-renowned fashion photographer Steven Klein, and attempt to encourage viewers to “take action and celebrate dedication”.

Seven photographs that comprise the campaign will be prominent on social media and within the 86 clubs owned by Equinox.

The company has “upscale, full-service” sites in New York, Los Angeles, San Francisco, Miami, Chicago, Boston, Dallas, Houston, Washington DC, London, Toronto and Vancouver.

“This year’s campaign revolves around the notion that what you commit to is who you are, so we’re daring viewers to take stance and look inward, even if doing so makes you a little bit uncomfortable,” said executive vice-president and chief marketing officer Carlos Becil.

“We’re in the business of changing lives at Equinox, so we’ve learned firsthand that going ‘all in’ on anything—whether it be a workout, a cause or yourself—will undoubtedly get you one step closer to finding out who you really are.”

All seven campaign photographs can be found here.

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Equinox, the US gym and lifestyle brand, has launched a provocative new advertising campaign, which features images of a woman baring mastectomy scars and the cultivation of cannabis.
HAF,SAM
THUMB16172_107151.jpg
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Our first trial was in a beer fridge, the second was in an ice factory in Pennsylvania. And after seeing first hand the impact that cooler temperatures made on the fitness experience, we both realized that we were truly onto something much bigger than what we had anticipated - Johnny Adamic, co-founder of Brrrn
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Diary dates
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News

Mastectomy scars and cannabis part of provocative Equinox 2017 marketing campaign

Equinox, the US gym and lifestyle brand, has launched a provocative new advertising campaign, which features images of a woman baring mastectomy scars and the cultivation of cannabis.

The Commit to Something campaign uses shots by world-renowned fashion photographer Steven Klein, and attempt to encourage viewers to “take action and celebrate dedication”.

Seven photographs that comprise the campaign will be prominent on social media and within the 86 clubs owned by Equinox.

The company has “upscale, full-service” sites in New York, Los Angeles, San Francisco, Miami, Chicago, Boston, Dallas, Houston, Washington DC, London, Toronto and Vancouver.

“This year’s campaign revolves around the notion that what you commit to is who you are, so we’re daring viewers to take stance and look inward, even if doing so makes you a little bit uncomfortable,” said executive vice-president and chief marketing officer Carlos Becil.

“We’re in the business of changing lives at Equinox, so we’ve learned firsthand that going ‘all in’ on anything—whether it be a workout, a cause or yourself—will undoubtedly get you one step closer to finding out who you really are.”

All seven campaign photographs can be found here.

Sign up for FREE ezines & magazines
Equinox, the US gym and lifestyle brand, has launched a provocative new advertising campaign, which features images of a woman baring mastectomy scars and the cultivation of cannabis.
HAF,SAM
THUMB16172_107151.jpg

News

Healthcare charity Nuffield Health has partnered with equipment giant Technogym to launch a dedicated fitness
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Les Mills
Les Mills
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Features
Cycling
Why does indoor cycling attract so many loyal followers? Abi Harris ask industry innovators how much is down to the instructor and what part the kit has to play
Features
fitness-kit.net
Lauren Heath-Jones rounds up the latest product launches in health and fitness
Features
Talking point
Personal trainers play a key role in the gym environment, helping members to achieve their fitness goals. But are the current training models allowing them to do this in the best possible way? Or could they be doing more? We ask our panel of experts
Features
Promotional feature
Now in its eighth year, Myzone has established itself as a key player in the fitness industry. We chat to Myzone's global marketing director, Gemma Bonnett-Kolakowska, about how the brand continues to develop and evolve
Features
Research
New research from Colliers has highlighted the opportunity for real estate developments in the health and fitness industry, as Ross Kirton explains
Features
Gen Z
Gen Z has come of age, and is engaging with fitness in new ways. We look at how health clubs can appeal to this young, tech-savvy and value-conscious age group
Features
Promotional feature
When setting up a new fitness offering, having a point of difference is key. Two businesses tell us how Electro Muscle Stimulation has been successful in helping them to stand out from the rest
Features
People
Taking on BMF wasn’t without its risks: it might seem a simple model, but it’s actually a tough business to make any serious value out of
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Elodie Garamond

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We now have eight sites and offer retreats, such as a retreat in a Moroccan palace and a French chateaux-based yin yoga and writing retreat
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Our first trial was in a beer fridge, the second was in an ice factory in Pennsylvania. And after seeing first hand the impact that cooler temperatures made on the fitness experience, we both realized that we were truly onto something much bigger than what we had anticipated - Johnny Adamic, co-founder of Brrrn
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Featured supplier news
Featured supplier: Fusion Lifestyle incorporates Power Plate into ‘INTENCITY Studios’
Fusion Lifestyle, the highly experienced sports and leisure management brand is working with Power Plate to integrate vibration training into its high intensity fitness studios.
Featured supplier news
Featured supplier: Gympass brings together corporate workforces and leisure operators
The Gympass mission is to defeat inactivity – a vision shared by many in the leisure industry.
Company profiles
Company profile: Precor
For more than 35 years, Precor has driven fitness forward. We continue that heritage every ...
Company profiles
Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Locking solutions
Ojmar: Locking solutions
Audio visual
Hutchison Technologies: Audio visual
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Lockers/interior design
Craftsman Quality Lockers Ltd: Lockers/interior design
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Professional services
Deloitte UK: Professional services
Governing body
EMD UK: Governing body
Trade associations
International SPA Association - iSPA: Trade associations
Management software
Fisikal: Management software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Property & Tenders
Diary dates
21-22 Sep 2019
Locations worldwide,
Diary dates
23-26 Sep 2019
JW Marriott Turnberry Resort & Spa, Miami, United States
Diary dates
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