To the left is a stat that reads, “7,300+ leads engaged across 5+ months.” To the right is an Agentforce dashboard with a screen icon to the lower right.

How Equinox built a 24/7 lead conversion engine with Agentforce

Deep collaboration with Salesforce teams before, during, and after deployment delivered production-ready agents in 10 weeks and even faster time to value.

August 11, 2026

The results

48 %

of prospects who met an advisor became members

60 %

email open rate, 3x the fitness industry average

7,300 +

leads engaged across 5+ months

Response times dropped from 48 hours to 17 seconds

Building AI for a luxury fitness brand

Equinox operates luxury fitness clubs, hotels, and wellness brands built around premium member experiences. With more than 100 clubs and over 40,000 daily website visitors, they knew AI was key to delivering their brand promise in every digital interaction, at any hour of the day.

Launching AI before the December 2025 holiday season — one of the highest traffic windows of the year for fitness club inquiries — left little room to experiment. Whatever they built had to work in production, with real leads, on day one.

They had the platform, the APIs, and the vision. What they needed was a clear path to building a way to engage every prospect in a way that felt true to their signature high-touch service.

Finding the right partners

Equinox needed more than a vendor with a prepackaged answer. They needed a team that understood both the technology and what was at stake for a luxury brand. Rather than build alone, Equinox partnered with Salesforce to co-develop that strategy from the ground up.

To implement Quin, Equinox engaged three Salesforce teams. Equinox leveraged their Signature Success Plan first, to define the agent’s scope, establish governance, and build the testing frameworks that caught and resolved early response issues before any member saw them.

Through their Signature Success Plan, Equinox defined what the agent would handle, what it would escalate, and where the guardrails needed to be. For a brand like Equinox, those boundaries weren’t just a technical decision. They were a brand protection decision. A proactive testing framework was established early so any response issues could be caught and resolved before a single member ever saw them. If a conversation moved outside Quin’s scope, such as a complex pricing scenario or anything requiring human judgment, Quin would hand off to a membership advisor, passing the full conversation context so the advisor never started from zero.

With guardrails and testing framework in place, forward-deployed engineers (FDEs) from Salesforce worked hands-on with Equinox’s onsite technical team to build the NYC deployment from scratch — co-developing four AI-powered tools and proving the architecture at scale. That build produced more than a working agent. It produced a blueprint.

When it was time to expand to Equinox’s southern California location, Salesforce Professional Services and Equinox built directly on what the FDEs had created — same integration architecture, same API-first design, same agent logic — executing a 10-week deployment. Equinox didn’t just implement an AI agent. They built the playbook for how enterprise fitness brands scale one.

Building blueprints and workstreams

Discovery was compressed into fewer than eight business days. Instead of spending weeks on traditional flowcharts, the team used Elements Cloud to create agent interaction maps and agent instruction diagrams: visual blueprints of Quin’s decision logic, topics, and cognitive boundaries. Equinox had a clear, auditable picture of exactly what the agent would and wouldn’t do before a single line of production code was written.

“This wasn’t about fitting Equinox into a box,” said Eswar Veluri, EVP and Chief Technology Officer of Equinox. “It was about Salesforce molding our best technology to fit the Equinox vision.”

The build ran in two parallel workstreams so neither blocked the other.

The first focused on engaging fresh inbound web leads across five southern California clubs. Quin analyzed each prospect email in real time. When a prospect asked about pricing or membership deals, a custom Apex action called Equinox’s live pricing and promotion API, fetching exact, prorated costs and active promotions specific to that club at that moment, and dynamically embedded a personalized digital sign-up link in every response. No hardcoded pricing. No stale offers.

The second workstream tackled something more complex: reactivating 100,000 dormant leads. Pushing that volume to a large language model at once would have caused system failures and exceeded token limits. The solution was a scheduled daily batch job that processed 500 leads per day, safely pacing the workload while pulling in historical context, including past club visits and prior SMS conversations, to make every reengagement email feel personal, not automated.

Ten weeks from kick-off to live

Quin was also integrated directly into the workflow membership advisors already used, with Einstein Activity Capture syncing booked tours to their Outlook calendars automatically. Advisors didn’t need to learn anything new. They showed up to meetings Quin had already qualified.

After internal end-to-end testing, during which early API and syncing issues were caught and resolved before any member saw them, the team cleared user acceptance testing and went live on May 1. Ten weeks, start to finish.

“The biggest surprise is still not being able to see the end of what the possibility is. If we have a problem, we can solve it with the tools we’ve already invested in,” said Veluri.

Why Equinox chose Salesforce

A partner to build alongside them

Equinox didn’t want a vendor. They wanted a co-builder. “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 really helped us say, ‘Let’s do this.’”

A partnership that keeps building

The collaboration didn’t end at launch. Equinox has a weekly cadence with their Signature Success team covering agent optimization, governance, and what comes next. In summer 2026, a multi-agent architecture exploration kicked off to examine Quin as a unified orchestration layer, the foundation for Equinox’s full agentic vision, not just one use case.

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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.