Equinox Gym Trims Down to Shortlist

NEW YORK Equinox Fitness Club is in the process of identifying two or three finalists in the review of its $3-5 advertising account, the client confirmed.

The New York-based fitness chain, which parted ways with incumbent Bouchez Kent & Company two months ago, has been looking at small and midsize New York shops, said Julie Phillips, Equinox's vice president of marketing.

"We're looking for an agency that has a history of building a brand while making the register ring," Phillips said, adding the chain has "enormous growth plans."

Equinox operates 21 locations in New York, Connecticut, Chicago and California, and plans to open three new clubs by year's end. Phillips said the chain would likely open five or six facilities next year as well.

Equinox spent less than $500,000 annually on ads from 2000 to 2002, and $500,000 from January through May of this year, according to TNS Media Intelligence/CMR. In 1998, a turf war with rival New York sports club Crunch pushed spending to $2 million for a campaign crafted by Anton & Partners in New York.

Bouchez Kent, which held the business since 2001, created strategy, print and outdoor ads for the client, which handled direct mail in-house. The New York shop attempted to position the gym as a lifestyle choice that would help upscale clientele balance the rigors of work with an exercise regimen.

"The fundamental brand strategy isn't going to change," Phillips said. "The executions will."

Phillips said the client is looking for a full-service agency with planning and integrated marketing capabilities. A decision is expected in late September.