Equinox Group optimizes tech to promote fitness and elevate member experience

Effective technology utilization is key to a business’s overall success. Member and employee demands evolve with new innovations, and leading organizations leverage the latest technology to anticipate user needs, understand trends and create personalized offerings.

Equinox Group is a collective of many of the world’s leading fitness and lifestyle brands, including Equinox Fitness Clubs, SoulCycle, Equinox Hotels and Equinox Media. The company is dedicated to delivering an unparalleled luxury environment for their members, riders and clients, and advanced technology is the foundation of that guiding principle.

Anticipating changes to the landscape

As the leader in high-performance luxury lifestyle, Equinox anticipates potential opportunities three to five years into the future. In recent years, Equinox recognized how the market was evolving and adapted their technology strategy to take digital experiences to a new level.

“What has really changed in the last five years is the members’ expectations,” says Equinox executive vice president and chief technology officer Eswar Veluri. “They want things at their fingertips—and how do we adapt to that and provide consumers with the advent of on-demand classes and other experiences? That’s really what we’ve been working on.”

RSM has been a valued advisor for Equinox for many years, providing key information security, finance and retail solutions in addition to timely information technology advice and support. In Equinox’s expansive, high-demand environment, the RSM team has proved its ability to quickly mobilize to deliver strategic planning and urgent troubleshooting. In addition, RSM brings technology solutions to the forefront that keep Equinox at the top of the industry.

“We’ve known and worked with RSM for almost a decade now,” says Veluri. “It has evolved to where RSM comes to us with advice, such as, ‘Here is a trend, and since we know your landscape well, we can tell that this is something that you should take advantage of.’”

Delivering value for members and employees through digital transformation

With a continued focus on innovation, Equinox’s ongoing digital transformation journey is guided by RSM, including the transition of critical systems to Salesforce, Microsoft Dynamics 365 and other cloud solutions. Moving from on-premises solutions to a more agile, cloud-based environment has enabled Equinox to offer members personalized app experiences and automated club check-ins. This shift not only elevated operations, but also increased member engagement by delivering Equinox’s high standards of service and experience.

The Dynamics 365 implementation has unlocked many new capabilities for Equinox, bringing many key areas of the organization into one system to provide new, frictionless retail experiences.