Brand As Publisher Isn’t Dead; Content Drives the Experience

A nice write up on Digiday covering fitness brands’ efforts to expand their media efforts, though in this case media is a little broad. It makes total sense, since brands like Equinox, LifeTime Fitness and SoulCycle are selling lifestyles, essentially. So,  to create a sense of belonging and being part of that lifestyle, content – the magazines, podcasts, exclusive events, the books, speakers, retreats – drives the experience and creates a differentiation. More importantly, the content is a reinforcer for the brand’s positioning: Every interaction reinforces the reason the member joined in the first place.

Side note: Really interesting move by Equinox to get into the talent and “packaging” business:

Equinox (which owns SoulCyle) and SoulCycle in July also launched a talent management agency, supported and advised by WME, that will turn its employees — instructors who happen to be social stars with cult followings in their own right. The idea of the agency is to open up the brands to more sponsorship deals.

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