THE LOYAL READERSHIP: Q, THE BLOG ON EQUINOX

Equinox is a brand that found great success with content marketing – and has expanded its strategy accordingly.

The fitness and lifestyle company launched “Q,” a blog on Equinox.com, in 2011. Within a short time, it gained a loyal readership of more than 1 million monthly users, 30-40% who were Equinox members. Equinox saw that they had a captive audience who wanted more content than “Q” was set up to offer. So they crafted an expansion plan.

In January 2016, Equinox launched Furthermore, a standalone digital magazine, complete with its own social handles. The plan is for Furthermore to become a self-sustaining publication through advertising, while continuing to build the Equinox brand as an upscale lifestyle company committed to offering “the best combination of science-driven fitness content and lifestyle inspiration,” according to Furthermore Editor-in-Chief, Liz Miersch.

Furthermore has a depth of content that spans fitness, science, nutrition, style, travel, and videos. Equinox is planning to expand its editorial into print, podcasts, and other mediums – all under the Furthermore brand.