Equinox Appoints Bindu Shah as Chief Marketing Officer

Equinox Names Bindu Shah as Chief Marketing Officer

Equinox has appointed Bindu Shah as its new Chief Marketing and Digital Officer. Shah will report to President Marc Mastronardi and focus on strengthening brand awareness, acquiring new members, and improving member retention for the luxury fitness club chain.

Shah brings a wealth of experience to Equinox, having most recently served as the Global Chief Marketing and Digital Officer at fashion label Tory Burch. Her impressive resume also includes roles at Sephora, Gilt Groupe, and McGraw-Hill. She began her career in investment banking at Morgan Stanley.

Equinox Faces Growing Competition in the Fitness Industry

With over 100 fitness clubs globally and plans for further expansion, Equinox faces increasing competition from national and local rivals like Life Time Fitness and Chelsea Piers Fitness. Strengthening marketing efforts will be crucial for attracting and retaining customers, especially in a challenging economic climate where consumers are more budget-conscious.

This appointment follows other recent leadership changes at Equinox, including the appointment of Marc Mastronardi as President and the hiring of Matt Dunnigan as Chief Financial Officer and Gretchen Koback Pursel as Chief People Officer.

Equinox, founded in 1991, has built its brand around high-end gyms in major cities like New York, Los Angeles, and London. The company also operates SoulCycle and Pure Yoga. Its budget-friendly brand, Blink Fitness, recently filed for Chapter 11 bankruptcy protection.