case study The Equinox Fitness Training Institute INTRODUCTION Changing mindsets about fitness Equinox, the upscale fitness and high-performance lifestyle leader, is not your ordinary fitness club. The company has taken a more holistic, well-rounded approach to fitness, which is reflected in their tagline: “It’s not fitness. It’s life.” The Equinox Fitness Training Institute (EFTI) emphasis on achieving a high-performance lifestyle included

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