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The New Year is here, and for many, it’s a time to set goals, embrace new habits, and oftentimes, hit the gym. But what if you could go deeper—beyond just observing a rise in fitness activity—to uncover the unique tastes and preferences that shape a community?
That’s exactly what we did with Qloo’s AI-powered insights, taking a closer look at gym-goers at three flagship Equinox locations: Boston, Miami Beach, and NYC’s Hudson Yards. From their favorite non-carbonated beverages to the TV shows they love, these taste profiles highlight how geography and culture influence lifestyle choices.
For businesses, this kind of intelligence opens the door to sharper audience understanding and more effective marketing and engagement strategies. Regional—and even location-specific—preferences can make or break your marketing, in-store experiences, and loyalty strategies. Whether you’re designing a localized acquisition campaign, curating inventory, or creating experiences that keep customers coming back, having a clear picture of what resonates in each market gives you a real competitive edge.
Fashion brands
Equinox gyms set the bar for premium fitness, and their members bring that same elevated taste to every part of their lifestyle. Fashion preferences at each gym reflect local aesthetics:
- Equinox Hudson Yards: Bold sophistication rules with La Ligne (97.08), Krewe (96.16), and Catbird (95.52) leading the pack.
- Equinox South Beach: Sleek and stylish brands like Dagne Dover (94.40), Intermix (93.13), and Net-a-Porter (89.92) dominate.
- Equinox Sports Club Boston: A blend of practicality and comfort, with Warby Parker (95.59), Faherty (94.71), and Athleta (94.52) among the favorites.
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Health and beauty brands
Equinox is well-known for stocking its locker rooms with high-end products, and it’s clear that this premium touch aligns with members’ favorite health and beauty brands:
- Equinox Hudson Yards: High-end choices like Goop (96.28), Heyday (95.07), and True Botanicals (94.05) reign supreme.
- Equinox South Beach: Beauty meets wellness with Glamsquad (94.75), Love Wellness (92.88), and Nutrafol (92.85).
- Equinox Sports Club Boston: Liquid I.V. (94.36), Drybar (93.59), and Vital Proteins (93.56) focus on recovery and wellness.
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Non-carbonated beverages
Hydration is key to any workout, but preferences for what’s in the bottle vary by city. Here’s how Equinox gym-goers are staying refreshed:
- Equinox Hudson Yards: NYC gym-goers lean into trendy options like Dirty Lemon (95.41), Flow Alkaline Spring Water (90.52), and sustainable Boxed Water is Better (88.59).
- Equinox South Beach: It’s all about premium water brands, with Essentia Water (92.58) and Voss Water (90.13) leading, complemented by the tropical vibes of Bai (91.39).
- Equinox Sports Club Boston: Fans of subtle sweetness lean toward Swoon (94.29), while the classics like Poland Spring Water (92.45) and fruit-infused Hint (87.38) also make the cut.
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Music artists
Music is a workout essential, setting the mood for everything from cardio sessions to yoga flows. Here’s what’s on repeat for Equinox members across the country:
- Equinox Hudson Yards: Eclectic and avant-garde with Blood Orange (97.14), Kali Uchis (95.40), and Kaytranada (95.09).
- Equinox South Beach: Smooth R&B with Miguel (95.99), Kehlani (95.16), and Future (94.36).
- Equinox Sports Club Boston: Indie and feel-good vibes with The Head and the Heart (96.98), Mt. Joy (96.17), and Maggie Rogers (94.82).
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TV shows
Let’s be honest—relaxation is just as important as breaking a sweat. Here’s what Equinox members have binge-watched:
- Equinox Hudson Yards: New York sophistication shines with The Other Two (94.75), The Marvelous Mrs. Maisel (94.42), and The White Lotus (93.70).
- Equinox South Beach: A mix of drama and nostalgia with The Morning Show (92.87), Law & Order: SVU (92.61), and Big Little Lies (92.34).
- Equinox Sports Club Boston: Comedies and feel-good shows like Hacks (96.05), The Sex Lives of College Girls (93.16), and Abbott Elementary (93.12).
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From Boston to Miami Beach to Hudson Yards, these taste profiles highlight how geography and culture influence the preferences of Equinox members. From hydration to health and beauty brands, the data reflects the premium lifestyles of these communities.
For businesses, these insights offer a clear path to stronger customer engagement. By understanding the specific tastes of your audience, you can tailor acquisition strategies, refine in-store offerings, and develop loyalty programs that speak to their preferences. Whether it’s choosing the right products or creating meaningful experiences, Qloo’s intelligence provides the depth and clarity needed to understand what drives consumer behavior and make impactful decisions.
Curious how these insights could work for your business? Schedule a demo today and see Qloo in action.
The information in this report is based on the data from Qloo's proprietary Insights by Qloo tool which can be used to summarize general public opinion output. Qloo and the authors of this article disclaim any rights to the third-party trademarks used herein.
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