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.
& HIIT
Breakdown
FLOW II
ACCELERATOR
BIRD
SoulSurvivor on Nov 1
SINCE LAST WEEK?
RESET
MARTIN
Live, audio, video — same platform.
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 the architecture became obvious: followership. Members who followed at least one instructor within their first 30 days retained at nearly double the rate of those who didn't — the clearest signal in the data, and it wasn't in the brief. 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.
Five brands, zero compromise.
The core systems decision: shared where behavior needed consistency, variable where brand meaning mattered — a token architecture, not hardcoded per screen. This meant SoulCycle's Creative Director could own SoulCycle's visual DNA without touching Pure Yoga's.
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.
Make it feel like a room.
Solo doesn't have to mean alone. A tap sends a reaction that lands instantly; other riders' cheers surface on their own, unprompted. A live leaderboard turns wattage into competition. Mount the phone landscape and the same session becomes a broadcast view — leaderboard and stats interchangeable with playback controls, one tap away. The room is simulated, but the feeling isn't.