Problem
How can we be better at motivating and retaining our gym members?
When pitching Equinox Fitness in early 2007, there were no iPhones or Nike+. Personal trainers and members walked around the club tracking their workouts by writing them down in notebooks.
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Research insight
“Setting a goal and having a plan gives you a much better chance to succeed.“
– Personal Trainer
My EQ – Setting a goal
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Solution
We developed MyEQ, a first-to-market online training platform for Equinox’s trainers and members. It is an application through which your classes and workouts are tracked (using check-in data), and your progress towards a goal are displayed.
My EQ – training platform, program view
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Result
MyEQ was successful in maintaining membership levels, and in increasing engagement with Personal Trainers.
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Further insight
While spending time in the clubs doing research, we realized how tedious it was to book a bike for a spin class; members had to wait until they could write their name down on a chart to get a bike, just before the class started. Classes always filled up, and people were left to figure out something else to do if they didn't get a bike.
We developed an online booking tool so members could reserve a bike within a 12 hour window. The tool allowed each club to customize the layout to match their cycling studio, and their number of bikes.
Studio Cycling – online booking tool
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Result
The online booking tool was a huge success, delivering a first in-class experience for Equinox, and creating a benchmark within the industry for others to follow.
Equinox – Club finder navigation tree
Club landing page with My EQ widget open
Moodboard
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What I did
I worked on this account from the initial pitch to completion. This was my first "you won it, you own it" client assignment at Organic. I managed the design and front-end teams doing the work, ran all client reviews, and kept designing throughout the project to support the team.