CLIENT: Equinox
PROJECT: Don’t Miss This
INTENTION: Create a New Year’s campaign for premium gyms that rewards consistency and holds members accountable. Instead of paying to join, members pay for the days they miss. This idea taps into real gym culture, especially the January wave of people who show up strong, then fall off. By building in structure around monthly goals, the campaign helps keep momentum going and turns showing up into an expense-rewarding habit.
SERVICE: Campaign Strategy, Creative Direction, Behavioral Positioning
SECTOR: Fitness, Wellness, Lifestyle
TAGS: Retention, Behavioral Design, Habit Loops