Equinox’s ‘Equinox Made Me Do It’ campaign sings a different tune

The first month of the new year is almost over, but this is the fitness industry's prime season because resolutions to get fit are the norm. For these businesses, January is the time to promote their newest line of products, diets and strategies to those hoping to lose weight and get healthier. 

Fitness center chains across the United States are competing with one another to get as many subscriptions under their belt as possible. Amenities from one group to the next may greatly differ, but Equinox took a classic approach to its marketing efforts by attracting attention with large vinyl banners.

Equinox is known for having "nearly-naked advertisement roots," but its 2014 "Equinox Made Me Do It" marketing campaign was slightly different, not focusing so much on "model-thin women," Bethesda News reported.

Across major cities like Toronto, London, Washington D.C. and New York, onlookers will see men and women participate in spontaneous activities like jumping off a high fence or rowing on a raft with a collection of boxes. Their vinyl signs are intended to explain that people will be more energized if they visit the gym.

"Grounded in the idea of high performance living, we aim to provide our members with a holistic approach to health, and push them to seek higher goals, disrupt preconceived notions and break boundaries," Carlos Becil, Equinox's Senior Vice President of Marketing, said in its press release last month. "This campaign embodies that disruptive spirit and speaks to our core audience."

Pretty much the point is, people who take the time to work on improving their health will feel comfortable about participating in more physical activities. Smaller gyms also have an opportunity to get this message across to their local audience — using vinyl signs will do just that. 

Resolution season is still in full swing, so allow a custom printing services provider to get more people involved at your local studio, gym or weight loss support program.