Equinox gives clients a personal AI fitness concierge with Agentforce.

Equinox Group crafts luxury experiences for peak fitness and wellness with elite classes, precision training, and exclusive amenities in over 100 locations across the U.S., Canada, and the U.K.

In a competitive fitness landscape, Equinox wants to differentiate their online member experience.

Equinox clubs give the word “gym” a workout. Catering to clients who want precision fitness programs, they offer highly qualified trainers, innovative classes, and a menu of restorative spa treatments. More than just a place to work out, Equinox embodies a wellness lifestyle, where members can take a SoulCycle class or stay in a bespoke hotel designed for their wellbeing. With 110 clubs worldwide, each location is unique, yet all deliver the same standard of professionalism and luxury. As their competitors – boutique fitness studios, streaming options, connected fitness, and wearable fitness trackers — flex their growing popularity, Equinox aims to differentiate themselves through unique digital experiences that are as luxurious as their brand.

Equinox’s website and app receive tens of thousands of visitors a day, many looking for basic information like club locations and offerings. Their previous chatbot could handle day-to-day tasks, such as pulling up a class schedule using a list of preset options, but visitors had to click through several screens to take other actions. A typical interaction would start with “Hi, Guest. Which of the following can I assist with?” If a member selected “Book in-Club Classes,” the app would require them to answer screen after screen of time-consuming questions just to narrow down their options, putting them through the wrong kind of workout. 

Equinox concierge team members often had to step in to help. For example, if a member wanted to know how many guest passes they had left, they had to leave the app and call their club. A team member then had to manually look up the answer, which took time away from more nuanced activities like counseling members on personalized fitness programs or revenue opportunities like upgrading memberships. 

Equinox knew that giving members more power to quickly handle their day-to-day needs online would free up concierge teams to provide an even better experience and help them attract and retain more members.

Agentforce will provide fast, accurate answers to members and develop the sales pipeline, 24/7.

Agentforce, the agentic layer of the Salesforce Platform, will help Equinox members pursue their fitness goals by making their online experience efficient and personal. Members will be able to ask fitness and amenity questions in natural language through the Equinox Plus app and receive instant answers from Agentforce. Scheduling a class — a task that used to take up to 10 steps via their previous chatbot — will feel like talking to a friendly Equinox customer service rep. For example, a customer might ask about yoga classes available that evening near their apartment in New York. Agentforce can recommend an upcoming sculpted yoga class that evening and offer to book it. If that time doesn’t work, Agentforce can recommend alternatives. The previous bot could not take this kind of action, requiring the member to go through the class schedule search and booking process multiple times to find the right fit.

To provide this recommendation, Agentforce will reason across a wide scope of data, such as class schedules and bookings, via API from custom built platforms, and member profiles stored in Sales Cloud and Service Cloud on the Salesforce Platform. That will allow Agentforce to provide intelligent, personalized responses for each member. 

“When you have hundreds of thousands of members, each one’s need is different,” said Eswar Veluri, Chief Technology Officer for Equinox. “What we’re hoping to do with Agentforce is provide that one-on-one anticipatory service, that recommendation, that coaching tip, solving a problem, solving an objective, more easily, at scale.”

Prospects can expect a similar level of personalization. Before a prospect even signs a membership agreement, Agentforce will kick off the luxury experience for which Equinox is known. When prospects visit the website, they’ll be greeted by a pre-sales agent who answers their questions in an on-brand, conversational tone, unlike a rigid chatbot with limited logic. When they’re ready to buy a membership, Agentforce will initiate the process and create a record with their information in Sales Cloud. A sales rep can then reach out with the full conversation history at hand. Agentforce builds the sales pipeline around the clock, giving sales reps qualified leads to pursue.

A personalized, always-on wellness coach will personalize recommendations for every member.

Once the prospect becomes a member, Agentforce will be able to assist them with a range of needs to get the most out of Equinox. For instance, Agentforce will be able to connect with geolocation codes via a Google API and use a member’s location to find the closest club, as well as provide amenity details for that location, such as whether it has a pool. 

Soon, Equinox plans to use Agentforce to provide personalized fitness guidance to members. For example, if a member asks, “My goal is to run a marathon. How do I train?” Agentforce might recommend an Equinox Precision Run training program to improve their speed and then ask if they’d like to try the next available class. After the trial class, Agentforce would follow up to ask how it went and offer to sign the member up for more or help them explore other options. Agentforce learns from each interaction to refine future recommendations. 

“The key is to garner more data and to be able to provide that anticipatory self-service model for our members,” said Veluri. “And the advantage of Agentforce is that it enables that promise, and that is going to be hugely helpful for our members to achieve their results faster, more conveniently.” 

Down the road, Agentforce will also be able to use personal fitness tracker data shared by the member to craft customized wellness plans. That might include sleep, nutrition, and movement history when members choose to sync this information with the Equinox Plus app. Having a fitness partner that helps them make the most of that data will be a differentiating experience for Equinox’s members, who are likely to be among the one in five Americans who wear a smartwatch or fitness tracker‌. 

“These days, people want to understand their data,” said Veluri. “We want them to know we understand what they’ve accomplished so we can provide the right sets of recommendations,” said Veluri.

With Agentforce, Equinox is elevating its digital experience to match the luxury and personalization its members expect — offering seamless, data-driven guidance that feels as exclusive as the brand itself.

“​​Salesforce is the mechanism through which all our operations come to life,” said Veluri. Equinox has been a valued Salesforce customer for more than 10 years, using the deeply unified platform to power their sales pipeline, marketing, and customer service through a single view of every member’s data. Augmenting their offerings with Agentforce will help Equinox set themselves apart from competitors by empowering them to offer personalized, 24/7 member and prospect engagement at scale. 

Because of their experience with Salesforce, Equinox anticipates adopting Agentforce will be smooth for their tech staff. “Agentforce doesn’t require a lot of coding, it doesn’t require a lot of manpower to make it happen,” said Melanie Kalia, Director of Product Management. “It’s mostly a lot of natural language and a little bit of Apex code, which makes it super quick. It gets us up and running fast.”

Agentforce will also help Equinox gain even more value from their existing investments in the Salesforce Platform. It can reason across Salesforce data, such as membership history and sales leads, already unified in Sales Cloud and Service Cloud. And Agentforce will retrieve data‌ — ‌such as internal knowledge articles as well as existing information on Equinox.com – via Data Cloud to ground answers to frequently asked questions. Because Salesforce is an open platform, Agentforce will also be able to easily integrate data‌‌ such as class schedules, facility details, and performance data from fitness machines via API from Equinox’s custom built platforms to personalize answers to a range of customer queries.

The seamless experience Agentforce provides to members and prospects will save them time as well as free up concierge teams to focus on delivering the high-touch service members expect. Equinox is set to keep its prestigious spot in the industry, increasing brand loyalty and the lifetime value of each membership.