Equinox has appointed Bindu Shah, formerly with Tory Burch, as its new chief marketing officer and chief digital officer to boost marketing and digital initiatives. Shah's role will focus on enhancing brand awareness and improving member acquisition and retention through integrated experiences. She takes over from Jeff De Korte, who was instrumental in revitalizing the brand after the pandemic. Equinox, which now operates 111 clubs, seeks to strengthen its position in a competitive fitness market, especially following legal issues concerning membership cancellations.
Bindu Shah's appointment as CMO and CDO at Equinox marks a strategic effort to enhance marketing and digital strategies, focusing on brand awareness and member retention.
Her experience at Tory Burch and Sephora positions her well to lead Equinox's marketing efforts, especially focusing on integrated member experiences and digital growth.
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