TAYLOR’S NEW WORKOUT: Having worked at Equinox for two decades, Judy Taylor has switched gears to become the vice president of corporate communications, events and philanthropy. During her tenure, the design-centric fitness chain has grown from two New York clubs to 64 locations, including ones in London and Toronto. In addition, what Taylor described as Equinox’s “family of brands” now includes 25 SoulCycle locations, two Pure Yoga studios and 21 Blink Fitness clubs. Through a partnership with Danny Meyer’s Union Square Hospitality Group, Equinox launched Creative Juice bars in select clubs last fall.
Equinox has taken on more of a fashion focus in its advertising, collaborating with such photographers as Terry Richardson, Ellen von Unwerth, Steven Klein, Sante d’Orazio and Gilles Bensimon. The latest campaign, which made its debut last week and carries the tag line “Equinox Made Me Do It,” was shot by Robert Wyatt and was created by Wieden & Kennedy. To try to ramp up pre- and post-workout apparel sales at The Shop at Equinox, the chain has introduced private-label activewear and more fashion-centered labels like Y-3 and Stella McCartney for Adidas. There is also a greater emphasis on exclusive products, with such labels as De Rigueur and Splendid.
In her new role, Taylor will play up the company’s corporate events, philanthropic efforts and executives’ speaking engagements, among other things. Cycle for Survival, for example, an annual indoor team cycling event held at Equinox, has raised more than $34 million for rare cancer research in the past seven years. As of Friday, 16,000 riders had signed up for this year’s event, which will donate all proceeds to Memorial Sloan-Kettering Cancer Center. Furthering Equinox’s presence on the speaking circuit at South by Southwest, or SXSW, and potentially lining up Equinox brass for talks at TED conferences will be among Taylor’s initiatives.
The company has yet to name a successor to handle her former responsibilities, which will fall under the new post of vice president of public relations and media.