Equinox engages high-intent leads 24/7 with Agentforce
AI agent Quin keeps prospects engaged with personalized conversations, instant answers to questions, and autonomous tour scheduling across participating clubs.
August 11, 2026
The results
48
%
of meetings converted to joins
60
%
email open rate — 3x industry average
7,300
+
leads engaged by Quin
Prospect volume outpaced advisors
Equinox Group operates luxury fitness clubs, hotels, digital platforms, and wellness brands designed around premium member experiences. With tens of thousands of visitors arriving on the Equinox website each day, those experiences begin the moment a prospect requests more information about classes, locations, or amenities.
Previously, membership advisors personally replied to each inquiry, using those conversations to build relationships and establish rapport with prospective members. Crafting these manual responses limited outreach to business hours and left less time for advisors to focus on high-intent prospects, follow up after club visits, and generate referrals.
As digital interest in Equinox clubs continued to grow, they wanted a way to engage prospective members faster and more consistently around the clock while keeping advisors focused on high-touch interactions.
Around-the-clock lead engagement
To answer frequently asked prospective member questions on demand, Equinox built Quin, an Agentforce-powered sales development representative. Prospective members can start a conversation with Quin directly from the Equinox website and get fast, accurate answers about memberships, amenities, club locations, and policies via chat or email.
The experience is conversational and ongoing. Quin sends follow-up emails, answers questions over multiple interactions, and continues outreach if a prospect stops responding after an initial inquiry.
Membership advisors are central to the experience. Once an advisor personally engages with a prospect, Quin steps back to avoid overlapping communication. If the conversation later goes quiet or a prospect misses an appointment, Quin automatically reengages to keep Equinox top of mind.
During busy sales periods, including the start of the year when membership demand spikes, Quin drafts personalized outreach emails that membership advisors can easily review and send, saving them valuable time.
Context fueling every conversation
Equinox built Quin on Agentforce Sales using Salesforce’s out-of-the-box Agentforce Lead Nurturing, then configured it to use their brand voice and membership terminology.
The direct connection to Agentforce Sales means that when a prospective member engages with Quin, their inquiry is automatically captured as a lead in Agentforce Sales and routed to a membership advisor when needed.
Quin analyzes each inquiry to understand the prospect’s intent, then retrieves the relevant answer via Data 360. Data 360 grounds the agent in approved Equinox content pulled from the Equinox.com sitemap, including club information, amenities, policies, and membership details, helping Quin respond using accurate and up-to-date brand information.
If a prospect asks about nearby locations, Google Maps APIs help Quin recommend clubs based on the prospect’s location. If the prospect wants to schedule a tour, Quin accesses live membership advisor availability through a Microsoft Outlook calendar connection. Einstein Activity Capture synchronizes emails and calendar activity between Agentforce Sales and Outlook, giving advisors full visibility into Quin’s conversations and scheduled tours without leaving Agentforce Sales.
More time for high-touch selling
Quin booked two club tours within hours of launch, quickly validating the value of always-on digital engagement. Since launch, it’s autonomously developed more than 7,300 leads across Equinox’s NYC clubs with a 60% email open rate, roughly three times the fitness industry average.
Quin’s ability to qualify the right leads, not just more leads, sets the stage for success later in the sales process. When prospects meet with a membership advisor, nearly one in two join — a 48% close rate.
Equinox first launched Quin for off-hours web and email engagement and is now expanding toward broader 24/7 availability, with SMS capabilities planned next.
The biggest impact has been on how membership advisors spend their time. By automating repetitive outreach and lead qualification, Quin gives advisors more time to build relationships with future members, follow up after club visits, and deliver the personalized in-person experience that differentiates the Equinox brand.
Looking ahead, Equinox sees Quin as the foundation for broader agentic experiences across the member journey.
“The biggest surprise is still not being able to see the end of what the possibility is,” said Eswar Veluri, EVP and Chief Technology Officer. “I think I am constantly amazed that, if we have a problem, we’re able to solve it with these tools we’ve already invested in.”
Why Equinox chose Salesforce
Trusted partnership
“What really tipped us toward working with Salesforce was the co-innovation and co-partnership opportunities” said Veluri. “Having that open dialogue and the availability of such a large company to listen to us and help us along our journey really helped us say, ‘Let’s do this.’”
Extensible platform
Equinox connected Outlook calendars, Google Maps, and website knowledge into Agentforce using their API-first architecture, allowing Quin to operate inside existing advisor workflows without rebuilding systems.
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.
Fast and scalable structure
“Agentforce doesn’t require a lot of coding. It doesn’t require a lot of staff 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.”
Featured products
More Equinox use cases
Agentforce provides in-app concierge support on demand
Agentic support replaces menus with conversation, giving members instant answers grounded in real-time data, club information, and policies.
How Equinox and Salesforce built an agentic member experience
Deep collaboration with Salesforce teams before, during, and after deployment delivered production-ready agents in 10 weeks and even faster time to value.
See all Equinox use cases
Equinox uses Agentforce to engage digital leads 24/7, book club tours, and provide personalized in-app support to members, freeing staff for high-impact work.
About the company
Equinox Group unites Equinox Fitness Clubs, SoulCycle, Equinox Hotels, and Equinox Media to deliver worldwide luxury fitness and lifestyle experiences.
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