To the left is a stat that reads, “80% targeted Agentforce resolution rate.” To the right is a chat interaction on a smartphone between an Equinox member and Agentforce about guest passes.

Equinox brings concierge-level service into their app with Agentforce

Agentic support replaces menus with conversation, giving members instant answers grounded in real-time data, club information, and policies.

August 11, 2026

The results

Instant answers for routine inquiries

80 %

targeted Agentforce resolution rate

Scaling personalized service

Equinox Group operates luxury fitness clubs, hotels, online platforms, and wellness brands designed around premium member experiences. To differentiate their brand among boutique competitors, they saw an opportunity to make those same high-touch experiences available anytime, anywhere via the Equinox+ app.

Their previous menu-driven chatbot could help members complete routine tasks, but only through a predefined set of options. Members often had to navigate multiple screens to find answers, while requests outside what the chatbot was designed to handle required assistance from the concierge team.

As digital engagement grew, Equinox needed a conversational way to help members get answers faster while allowing concierge team members to spend more time on personalized service and member relationships.

An in-app concierge for each member

To make getting help in the Equinox+ app feel more like talking to a concierge than navigating a chatbot, Equinox launched a member support agent powered by Agentforce.

After authenticating, members can ask questions about club hours, guest passes, membership details, and policies in their own words. Instead of selecting from a list of options, they simply describe what they need and receive immediate, personalized assistance.

For example, if a member types, “How many guest passes do I have left for the month?” Agentforce accesses their individual profile and responds with an accurate, conversational answer in seconds. If the member follows up by asking whether their local club offers childcare, Agentforce references the applicable Kids Club policies for that location and provides an immediate answer.

When a request falls outside the agent’s scope, Agentforce transfers the conversation to a member of the concierge team along with the full context of the interaction. For example, if a member needs help making a Kids Club reservation for a guest's children, the concierge can immediately pick up where Agentforce left off, eliminating the need for the member to repeat information and creating a seamless service experience.

“When you have hundreds of thousands of members, each one’s need is different,” said Eswar Veluri, EVP and Chief Technology Officer. “Agentforce allows us to provide one-on-one service more easily, at scale.”

The context behind every answer

Equinox’s member support agent operates within Agentforce Service. When a member submits a question, Agentforce uses the Atlas Reasoning Engine to understand the request and determine what information is needed to answer it.

For questions about club policies, amenities, membership details, and other frequently requested information, Agentforce searches knowledge grounded in Data 360. Data 360 brings together approved content from Equinox.com, including club information, policies, amenities, and FAQs, giving the agent a verified source of context for member-facing answers.

For requests that require real-time operational data, Agentforce retrieves information directly from Equinox’s custom-built platforms through APIs. Class schedules, bookings, club amenities, and other operational information remain in their existing systems and are accessed when needed, allowing the agent to provide up-to-date recommendations and responses.

For example, if a member asks about evening yoga classes near their apartment, Agentforce combines information from the member’s profile in Agentforce Service with live class schedules and availability retrieved through APIs. The agent can then provide tailored class recommendations and help the member book a class.

More time for high-touch service

Equinox currently handles approximately 3,000 member support tickets each month and is targeting an 80% automation rate through Agentforce. Their goal is to reduce the percentage of in-app support requests that require transfer to a concierge from about 70% to below 30%, allowing more questions to be resolved through self-service.

For Equinox, the value extends beyond automation. As Agentforce takes on routine requests, team members can spend more time helping members discover new programs, discuss fitness goals, and explore opportunities to get more value from their Equinox membership.

“We see this as a path for our employees to have a more fulfilling time at our clubs doing the work that AI agents cannot do,” said Veluri. “This divide and conquer philosophy lets Agentforce do what it does best, which gives our concierges more time to do what they do best.”

Why Equinox chose Salesforce

Reliable out-of-the-box accuracy

Before selecting Agentforce, Equinox evaluated competing AI platforms across 10 factors. Agentforce stood out for accuracy out of the box, Salesforce integration, and depth of co-innovation support.

API-first architecture

Agentforce connects to Equinox's custom-built platforms through APIs, giving the agent access to the class schedules, club information, amenities, and member data needed to deliver personalized recommendations.

Featured products

Agentforce

Agentforce Service

Data 360

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About the company

Equinox Group unites Equinox Fitness Clubs, SoulCycle, Equinox Hotels, and Equinox Media to deliver worldwide luxury fitness and lifestyle experiences.