1. Holly Batchelder - Tufts University - August 2014

2.  Window of opportunity for health & fitness organizations  Obesity epidemic (phys. inactivity & nutrition)  Increased gym advertising & competition  Local gym promotion efforts  Risqué ads  Differences between local, regional, national chains?

3.  1 location  Target Audience: everyone; families  Mission:  To be recognized as the premier health and wellness facility in the northeast  To attract and retain a diversified clientele with our various programs and service  To provide customers with exceptional service and expert instruction in a safe, enjoyable, and motivational environment resulting in consistent use and extraordinary experiences

5.  Facebook  Twitter  Instagram  Youtube  Blog

7.  No apps  Optimized for mobile

8. Strengths: Social media strategy Funding Service delivery Clear mission Weaknesses: Social Media strategy Location (in terms of becoming the “premier” health facility in the Northeast Opportunities: Obesity epidemic Lifestyle branding Growth of health technology Wearables Times of year to promote working out January 1 Summer Deals (ex. $60/60 days) Threats: Larger, more well-known fitness chains Online workouts available (YouTube) Desirability of specialized classes (spin, yoga, barre etc.)

9.  8 locations  Target Audience: “average” young professionals  Mission  We’re your down-the-street, friendly, neighborhood place to work out where everyone is welcome. We’ve been around for over 20 years and we pride ourselves on great locations, sparkling clean facilities, state-of-the- art equipment, innovative programs, and the friendliest, most engaging staff anywhere

11.  Facebook  Twitter

13.  No apps  Not optimized for mobile

14. Strengths Service delivery Location Weaknesses: Social Media strategy Mobile Resources/ funding? Opportunities: Obesity epidemic Social media Lifestyle branding Growth of health technology Wearables Times of year to promote working out January 1 Summer Threats: Larger, more well-known fitness chains Online workouts available (YouTube) Desirability of specialized classes (spin, yoga, barre etc.)

15.  Locations nationwide (56+)  Target audience: highly successful young professionals  Mission:  Since its inception in 1991, Equinox has developed a lifestyle brand that represents service, value, quality, expertise, innovation, attention to detail, market leadership, and results

17.  Facebook  Twitter  Instagram  Youtube

19.  June 16 th, 2014: introduction of iOS mobile app  Captures data from members’ wearable devices and provides simplified visualization of activity and movement inside and outside of equinox clubs  Website optimized for mobile

20. Strengths: Social media strategy Funding Service delivery Tone Locations Defined target audience Weaknesses: Appeal to only the target audience Opportunities: Obesity epidemic Lifestyle branding Growth of health technology Wearables Times of year to promote working out January 1 Summer Threats: Less expensive fitness chains Online workouts available (YouTube) Specialized classes (spin, yoga, barre etc.) available elsewhere

21.  Dedham  Obvious effort to compete with city gyms  Competitive social media/ web strategy  Beacon Hill  Convenient location; offers essentials  Basic social media/ web strategy  Equinox  Lifestyle brand  Highly organized social media/ web strategy