The Challenge
In late 2019, Equinox created a new business unit to build what was originally known as Variis (now Equinox+), a premium digital fitness platform designed to extend the Equinox experience beyond the club. The platform was built around the belief that members should have access to the same quality of programming whether they were in an Equinox club, traveling for work or working out from home.
Rather than developing every modality internally, the Equinox+ brought together best-in-class brands, shot cinematically, under a single membership, giving members access to the best of boutique fitness in one place.
A few months into development, COVID changed the business overnight. What had been a long-term innovation initiative quickly became an immediate priority. The platform needed to launch on an accelerated timeline, partnerships needed to adapt just as quickly and the original go-to-market strategy had to be rebuilt in real time.
The Approach
As Head of Partnerships, I joined the founding team to build the partnerships function from the ground up. Although backed by one of the world’s most recognized fitness brands, Variis operated like a startup. I was responsible for developing the commercial infrastructure supporting partnerships across the business, including commercial models, pricing, CRM, outreach, reporting, onboarding, legal workflows and go-to-market processes.
On the content side, I led negotiations across endemic fitness partners including SoulCycle, Rumble, [solidcore], Precision Run, TB 12 and Pure Yoga, bringing together best-in-class programming within a single platform. On the commercial side, I developed partnerships with brands including American Express, WHOOP, Therabody, Related, Logitech, Sony Music Group and Universal Music Group, expanding the member experience while creating new acquisition and engagement opportunities beyond the existing Equinox membership base.
The original launch strategy centered around a title partnership at SXSW before the event was canceled as COVID spread across the United States. From that point forward, the partnership strategy evolved alongside the product, supporting a fully digital launch during one of the most disruptive periods the fitness industry had ever experienced.
The Outcome
• Built the partnerships function from inception within a newly formed business unit.
• Negotiated partnerships across fitness, music, recovery, technology and financial services.
• Created the commercial infrastructure supporting partnership development, onboarding and go-to-market execution.
• Developed the American Express partnership, which continues today as an embedded benefit for eligible American Express Platinum cardmembers.
• Helped launch one of the industry’s first premium digital fitness ecosystems, bringing together leading fitness brands within a single membership.
Select Partners
American Express
Equinox
Related Companies
Rumble
[solidcore]
Sony Music Group
SoulCycle
TB12
Universal Music Group
Whoop
Equinox
Related Companies
Rumble
[solidcore]
Sony Music Group
SoulCycle
TB12
Universal Music Group
Whoop
Select Press
Forbes
Esquire
Bloomberg
Vogue
CNN
Business Insider
Marie Claire
Refinery29
Well + Good
Fitt Insider
AD
Esquire
Bloomberg
Vogue
CNN
Business Insider
Marie Claire
Refinery29
Well + Good
Fitt Insider
AD
Why It Mattered
Equinox+ was built before hybrid fitness became the industry standard. The platform anticipated the way consumers now move between in-person and digital experiences, extending the Equinox brand beyond the club while creating a more flexible model for premium fitness.
