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.
Bringing the world’s best fitness brands
into one digital home.
Peloton was threatening the club model. Equinox’s answer was a connected fitness app unifying five premium brands without commoditizing any of them. The constraint that governed every decision: make digital feel as exclusive as walking into the West Hollywood flagship — without turning SoulCycle into just another class type.
One platform.
Four members. One prioritization call.
What we found.
What we built.
Each decision began with a member insight, made a concrete architectural bet, and shipped.
Live, audio, video.
Same platform. Different everything else.
Each format has its own design language — live for real-time energy, wattage, leaderboard; audio for immersion, where the tab bar recedes and only the sound remains. One activity history underneath all of it.
The instructor
is the product.
I spent a week in the data before realizing the IA was already there: followership. The members who followed instructors returned consistently. The members who didn’t, churned. Follow in one tap — their next class surfaces to the top of your feed immediately.
Alex.
Commit with
full context.
Every signal that matters — instructor, duration, level, brand, live status — is above the fold. No surprises after you’ve blocked out the time. The instructor tip before every class was the detail I wanted most: it turns a transactional booking page into a moment of connection.
Five brands.
Zero compromise.
Shared discovery at the top, brand-agnostic. Inside each brand world, the platform disappears. Only the brand remains.
Club and digital.
One habit loop.
One calendar — digital classes and club visits, color-coded by brand. The QR card is the decision that made everything else stick: when the app is your membership credential at 200+ clubs, opening it becomes automatic.