Socialmediaworx

The new digital marketing is all about finding ways big and small to make people lives better. Seeking the opportunity to deliver on the value-added expectation your customers have.

High-end fitness gym franchise Equinox had this goal clearly in their sites when they set out to relaunch their website. Rather than work with digital agency Organic (blog) to create a one-dimensional marketing web site, they developed an engaging site that provided a rich set of interactive tools members can use to improve their workout experience:

As part of the new Equinoxfitness.com, members can access tools that enable them to book exercise bikes, set workout goals and manage their training plans. They can even download the playlists used during their classes via Apple’s iTunes online music store.

“We wanted the site to be a daily destination for our members and a source where they could harness their personal and fitness lives,” he said.

To do that, Equinox digital agency Organic crafted MyEq, an application designed to increase the value of members’ workouts. MyEq features an option to create personalized training plans that can be synched with Outlook. Users also can get text message alerts reminding them of workouts.

Organic urged Equinox to move beyond the “brochureware” favored by most competitors and use its Web presence to go beyond just showing off the gym and also giving members useful tools.

“It’s interesting that a brand like this will invest in creating an application,” he said. “It becomes a premium service for its members. [Via AdWeek]

It’s encouraging to see more brands looking for opportunities to deliver extra value through digital experiences. Equinox looks poised to leverage a powerful set of interactive tools to improve an already impressive brand.