NEW YORK, Sept. 1 /PRNewswire/ -- Want to "Get into the Groove" to the same music that motivates Madonna? Curious about what "The Remedy" is for Jason Mraz's healthy lifestyle? Beginning September 2009, Equinox pumps up the volume with a revolutionary approach to having a fit body and a sound mind.
Launched in April 2008, EQ Sessions offer members the opportunity to download playlists via iTunes from Equinox.com. Curated in-house by Equinox Creative Director Bianca Kosoy, a new music mix is added monthly, building on the brands' It's Not Fitness, It's Life platform. There are currently 20 EQ Sessions available, including July's House Call, which offers up a sound prescription that's hot enough to make it feel like summer all year long.
"The underlying current of EQ Sessions is largely discovery focused -- music that we consider new and noteworthy," Kosoy says. "Our members look to us as a source of knowledge on overall wellness and we want to consistently introduce them to innovative content. The typical workout genre is too predictable and very limiting," she says. "As a lifestyle brand, we want high energy, inspirational music that can be the soundtrack to a well rounded life, which of course includes fitness."
Shortly after its launch, EQ Sessions formed a significant fan base, including Equinox members as well as their high profile celebrity clientele. "Once we got some traction with EQ Sessions, it was a natural progression to incorporate relevant and iconic artists as guest DJs -- from actors and musicians to athletes -- people that embody the ethos of Equinox," Kosoy says.
"Equinox has the reputation of having a holistic 360 degree approach to wellness. As a result, we carefully consider each member touch point and music is obviously a very emotional, high profile one." More than a dozen star-studded mixes are already in play for the fall debut -- including Madonna, Cher, Dave Navarro, Cyndi Lauper, Stevie Nicks, Darryl "DMC" McDaniels, Michael Buble as well as DJ Paul Sevigny. Each of which (as with any artists who follow) aren't under any contractual obligation or financial arrangement with Equinox. Kosoy notes that the overall collection will aim to cover all genres and incorporate new finds from up-and-comers as well as rare tracks from well-known artists. "Although the music is discovery focused, we want the Guest DJs to be true to themselves and we will work with them to edit the list through the Equinox lens. We love bringing up newcomers by introducing them to our member base, but there is also something inherently positive about hearing a song that takes you back to a familiar place or time that makes you feel good," she says.
EQ Sessions -- Celebrity Sets will roll out organically, weaving in with the monthly scheduled releases of EQ Sessions, rather than following a specific timeline. "We want to ensure that the music is relevant. To keep it in line with the discovery focus, we need to give the guest DJs relatively short lead times so that the music is current, and reflects their thinking at that moment in time." Kosoy says. EQ Sessions Celebrity Sets will be available at Equinox.com, the EQ iPhone App and iTunes.
|SOURCE Equinox Fitness Clubs|
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