04
Equinox · Consumer Fitness · iOS & Android · 2020

Five brands.
One platform.
No compromise.

600,000 premium members. Five distinct brands. I led product design for Equinox+, building a digital experience as exclusive as the physical one — without flattening what made each brand distinct. Shipped 0 → MVP in 3 months.

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01CompanyEquinox Holdings
02ProductEquinox+ · iOS & Android · 2020
03RoleProduct Design Director
04Team4 designers · 1 researcher · PM, Eng leads, Brand & Data partners
05Scale600K+ premium members · 200+ clubs
06Outcome0 → 1 in 90 days · 4.8☆ App Store
SoulCycle Live
LIVE
Power Cycling 45
SoulCycle · 18M IN | 47 riding
OUTPUT
287W
WATTS
CADENCE
94
RPM
RESIST.
42
PERCENT
ELAPSED
18M
45 TOTAL
−15
+15
STREAK
13
WEEKS
Oct 26 · Today
SOULCYCLE + EQUINOX
96%
BEAT MATCH
You're in control with Kathleen
8.25
MILES
655
OUTPUT KJ
96
CADENCE
Strength & HIIT
Equinox
FEATURED CLASS
STRENGTH
& HIIT
Precision Run
Precision Run
LIVE
CURRENT PACE
7:42 / mile
2.4
MILES
156
AVG HR
Z4
ZONE
ANALYTICS
Modality
Breakdown
22 % Running
Last 30 Days · 32 Sessions
Running
22%
HIIT
17%
Strength
17%
Stretch
17%
Cycling
11%
Meditation
11%
Sculpt
5%
PRECISION RUN · LIVE
LIVE
8.25
MILES
655
OUTPUT KJ
96
CADENCE
Rank in class 8th / 24
CHECK IN
SHOW AT FRONT DESK
EQ+ 7842 · 3001 · 0048
Yoga
Pure Yoga
60 MIN
VINYASA
FLOW II
SYLVIA R.
Pure Yoga · Master Trainer
84%
BOOKED
EQUINOX+
MEMBER
TIER X
NEW YORK
JUNO C.
EQ+ 7842 · 3001 · 0048
TODAY
SCHEDULE
MON JUN 9
6:00 AM
ENERGY SURGE 45
SoulCycle · 45 min
NOW
8:30 AM
TIER X STRENGTH
Equinox · 60 min
12:00 PM
5K TEMPO RUN
Precision Run · 30 min
6:30 PM
VINYASA FLOW II
Pure Yoga · 60 min
87%
DONE
8 OF 12 WEEKS
ACTIVE PROGRAM
HIIT
ACCELERATOR
W8 · DAY 1: STRENGTH
Completed · 55 min
W8 · DAY 2: CARDIO
Today · 45 min
UP NEXT
84 % of people see more progress
EQUINOX+
LIVE NOW
13-WEEK STREAK 13
2 more classes to hit 14 weeks
LIVE
SOUL BURN 30
SoulCycle · 143 riding
LIVE
TIER X HIIT
Equinox · 89 watching
LIVE
5K TEMPO
Prec. Run · 54 running
SOULCYCLE
POWER SURGE 45
MON · 8:00 AM
EQUINOX
TIER X STRENGTH
MON · 9:30 AM
ACHIEVEMENT
EARLY
BIRD
New badge after taking
SoulSurvivor on Nov 1
VIEW BADGE
STREAKS
14day streak
You're killing it
Record: 16 days
14
M
T
W
T
F
S
S
THIS WEEK
M T W T F S S
PROGRAM CHECK-IN
HOW ARE YOU FEELING
SINCE LAST WEEK?
EMOTIONALLY
Motivated
Stressed
Good
PHYSICALLY
Well-rested
Sore
Tired
SUBMIT
LIVE BADGE SYSTEM
LIVE · EQUINOX
LIVE · SOULCYCLE
LIVE · PREC. RUN
LIVE · PURE YOGA
LIVE · HEADSTRONG
RUN
02:04
elapsed
Incline
3.0
Speed
6.3 PR −1.5
Your PR
− 7.8 +
23:05 / 45:00
HeadStrong Morning Reset
HeadStrong
MEDITATION · 15 MIN
MAYA OSEI
MORNING
RESET
4:02
−10
+10
8:00
Jonas
HEADSTRONG
JONAS
MARTIN
Audio · Meditation · Recovery
3.4K
Followers
4.8★
Rating
89
Sessions
HEART RATE
156
BPM
Z1
Z2
Z3
Z4
Z5
IN ZONE 4 · 18 MIN
03
Case Study 03 —— Equinox · Luxury Fitness Platform

Five brands.
One platform.
Three months.

The brief: a digital product as premium as a physical Equinox membership — and as distinct as five separate brands. Seventy-five hours of research, four member archetypes, five architecture decisions — zero to MVP in three months.

Navigation architecture
Instructor as
primary object.
Retention data pointed to the organizing principle: members who followed an instructor returned; members who didn’t, churned. Instructor became the primary navigation object. The whole architecture was rebuilt around it.
Brand identity system
Five worlds,
one platform.
A token architecture gave each brand its own visual DNA from a shared component base. SoulCycle rides to voltage. Pure Yoga arrives for stillness. Five distinct worlds, one underlying system — detectable the moment one bled into another.
Modality design language
Every format,
its own language.
Live cycling needs wattage and leaderboard. Audio meditation needs immersion and a stripped interface. VOD yoga needs a third language entirely. Multiple formats, dozens of disciplines, 200 physical locations — none sharing a template, all feeling like one product.
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