How Equinox uses its mobile app to collect customer data

For upscale gym brand Equinox, a mobile app is more than a service to customers; it’s a way to collect valuable data.

Over the last year, the brand, which has 89 clubs in 12 different regions, has focused on bringing in as much data as possible from members and then targeting it across geographies, interest levels and more. About 80 percent of Equinox’s members use the company’s mobile app, and 88 percent are registered online, creating what vp of brand marketing Carla Dunham calls...

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