Equinox asked R/GA to reinvent their indoor cycling experience. What we came up with was The Pursuit , a spirited sweat session that features in-studio gaming with data visualization scientifically designed to push riders past their personal bests.
Divided into two high-intensity options, The Pursuit: Build and The Pursuit: Burn, each class has specific, targeted goals in mind for its riders. Build’s focus is to increase endurance, foster strength and improve riders’ ability to hit their peak performance level for a lengthier amount of time, while Burn aims to amplify performance and torch calories through precisely timed HIIT (high-intensity interval training) intervals.
Client: Equinox
Creative Direction: John White, Virgilio Santos, Shuzheng Li, Karen Bonna-Rainert
Visual Design: Minah Kim, Diana Frurip, Ellen Pai
Experience Design: Paolo Benvenuto, Nicole Del Senno
Development: Matt Jacobs, David Hitchings, Kyle Conway
Production: Charles Dodson
In-Store Video Projection: BRDG