She makes fitness look like fashion from the NYT
“I never work out,” Ms. Kosoy said. “I think fitness is a fraud. That’s why I try to make it look like fashion.”
That’s an unlikely sentiment coming from the woman responsible for the overall look of an upscale fitness empire, with 55 high-rent locations nationwide. With its high net-worth clientele, ideally formed trainers and modern design, it is considered by many to be the most fashionable gym chain. And in October, Equinox is taking its gym-as-catwalk vision global, with a 33,000-square-foot club opening in London on Kensington High Street, and another on fashionable Bay Street in Toronto.
Much of the credit goes to Ms. Kosoy, who leads a team of 10 designers in Equinox’s headquarters in the Flatiron district, where they create a brand image that marries sex and sweat, wellness and bad behavior. “It’s not fitness,” the tagline reads, “it’s life.”
To that end, she has hired provocative photographers like Terry Richardson to shoot Equinox’s ad campaigns. The most recent campaign features a young blonde in a schoolgirl uniform (shirt, tie, knee socks, yes; skirt, no) pinned under a muscular young man in nothing but boxers, glasses and leather loafers. Judging from the Chesterfield sofa and leather-bound volumes, they are in some sort of library. “Brainpower by Equinox,” the tagline reads.