2018 — 2019
Equinox had a retention problem. Customers got world-class fitness instruction, but they weren’t renewing their training memberships. Trainers got world-class fitness education, but trainer turnover was high. Why were clients and trainers not seeing enough value to stay?
We started with a research sprint – immersing ourselves in individual training programs and interviews with trainers, clients, and mangers.
Not only did the team get in great shape, we discovered that using multiple tools and workflows distracted trainers from their clients. Limited by their tools, it was hard to offer a premium experience to the end user.
So clients weren't perceiving the value they paid for and not renewing their training subscriptions. Trainers, frustrated with the amount of extra work they had to do to compensate, were also leaving.
We needed to improve trainer quality of life, and deliver some tangible, brand-appropriate value.
Working together with a group of elite trainers — who reviewed a working prototype after every two week sprint —we designed a unified solution for existing client management, workout programming, and admin tasks. We also added a new feature called milestone tracking that let trainers deliver tangible value directly to their client's Equinox app.
The new app is in a gradual rollout to all Equinox locations. Early surveys have trainers rating it 4.5 / 5 stars overall, with 100% agreeing it will demonstrate more value for their clients.
- Ben Downard 👉 Visual Design
- Shank Raval 👉 Creative Director
- Monica Jones 👉 Producer
- Frank Yandolino 👉 Dev Lead