Equinox names new CMO to strengthen luxury fitness brand

Equinox has appointed Bindu Shah as its chief marketing and digital officer to accelerate brand awareness and boost membership drive across its luxury fitness clubs.

Shah joins Equinox from Tory Burch, where she served as global chief marketing and digital officer since 2019. Her background also includes leadership roles at Sephora, Gilt Groupe, and McGraw‑Hill, along with earlier experience in investment banking at Morgan Stanley.

In her new role, Shah will report directly to President Marc Mastronardi and join the executive team. Her primary focus will be on growing brand recognition and improving both member acquisition and retention for Equinox’s upscale fitness clubs.

Equinox currently operates more than 100 full-service fitness clubs worldwide and plans to open dozens more in the coming years.

The brand has faced increasing competition from rivals like Life Time Fitness and Chelsea Piers, while economic pressures make attracting and retaining members more critical.

This move follows recent executive shifts at Equinox, including Mastronardi’s own appointment as president, alongside hires in finance and HR. These additions reflect a wider effort to strengthen leadership as the chain expands its footprint and luxury positioning.

Equinox also manages other brands such as Pure Yoga and SoulCycle, and until recently oversaw budget chain Blink Fitness, which filed for Chapter 11 last year.

As Equinox continues rolling out new locations, Shah’s role will be pivotal in defining digital touchpoints and elevating brand storytelling. Her expertise could shape the chain’s next wave of growth in a competitive wellness market.