CASE STUDY:

EQUINOX

A luxury fitness brand uses editorial writing to elevate marketing initiatives, expand partnership opportunities, and increase app engagement by 40%.

EDITORIAL WRITING, PARTNERSHIP PROJECTS, & APP COPYWRITING

CONTENT DEVELOPMENT

Equinox article: Science Behind the Grunt

Equinox Article: It All Comes Down to You

The client

After entering the fitness and wellness scenes in 1991, EQUINOX rapidly established itself as the luxury fitness club experience, embodying the notion that “fitness can empower a life well-lived.” In June 2023, I was brought in to support EQUINOX’s new editorial team by pitching and writing meticulously researched articles across lifestyle topics, writing PR news items related to new club openings, producing partnership content for brands including StockX, Thorne, and Bezel, and copywriting for EQUINOX’s constantly updated app.

The challenge

EQUINOX has always embraced creative storytelling, recognizing that unexpected narratives establish a visionary brand. The brand is also dedicated to elevating every member experience, down to the smallest detail. How might that philosophy translate to EQUINOX’s members-only app?

The objective

Under EQUINOX’s VP of Content and Editor-in-Chief, Todd Pellegrino (see his testimonial below), the editorial team’s goal was to grow app engagement via multiple editorial verticals and initiatives, in order to support member marketing and retention. They were also tasked with producing branded editorial for external partners.

All told, I wrote ~45 articles over 18 months and collaborated weekly with the content team to produce copy for other areas of the app (such as class descriptions and titles). That included becoming the go-to writer for partnership content. I also ghostwrote more than a dozen articles for EQUINOX team members, including fitness, lifestyle, and meditation experts.

(Find examples of the content I produced for the team below.)

Testimonial: Todd Pellegrino, VP of Content and Editor-in-Chief

"Kit quickly understood Equinox's brand voice and editorial standards, and more importantly, how her work supported our broader growth initiatives. She's a strong collaborator with our internal editorial team and consistently on deadline. She’s an excellent interviewer, and I had complete trust in her representing Equinox in conversations with musicians, artists, scientists, trainers, fashion designers, and other thought leaders.
One of Kit’s biggest strengths is her versatility. She's equally adept at delivering the day-to-day content that keeps our editorial calendar moving but also taking on new topics that require a fresh perspective. She delivered high-quality branded and editorial storytelling across a wide range of initiatives, from high-profile partnerships like Bezel and StockX to the launches of new Equinox clubs."

The Results

Thanks to Equinox’s commitment to launching and scaling a full media platform within its members’ app, app engagement grew 40% in year one.

EQUINOX also launched branded editorial for current and future external partnerships and directly connected creative storytelling to marketing, retention, and in-club initiatives.