Equinox teamed up with Digital Media Management to take their 2016 Goldrush Challenge to the next level, leveraging the muscle + social media power of influencers with the overall goal to create awareness of #EQXgoldrush, its gold membership, and encourage participation in the event.


The challenge/s took place in cities such as New York City, Los Angeles, and San Francisco. Digital Media Management assisted with the registration and event management of social influencers for the West Coast challenges. Each challenge was entirely unique and was designed to test different parts of the mind and body, with some being individual challenges while others requiring teams.

There were 2 challenges in Los Angeles; one held on the Paramount Pictures Studios lot where competitors ran through an active set against the staged elements, and another on Venice Beach pulling a rowboat through the sand. And there were 2 challenges in San Francisco; one held on Pier 27 at The Embarcadero where competitors pushed a minecart across the pier, and another swimming and retrieving items in the bay. Every challenge had one male and female winner who received the prized Equinox gold membership, which includes… a one-year membership, personal training sessions, pilates, monthly massages, private locker, shop credit, and exclusive invites. Digital Media Management targeted outreach to each market to recruit influencers, made sure that they were prepped beforehand, and was present the day of to oversee the completion of the challenges and social requirements.

Influencers had the option to compete or spectate, and shared the experience from their chosen point of view on Instagram and Snapchat. They helped cheer on participants, generate an audience online, and motivate others to come out to the challenges and #CommitToSomething. Additionally, they took part in the fun activations onsite and had the opportunity to work together to reach a common goal.


A total of 15 influencers participated in the West Coast Goldrush 2016 challenges. There was nearly 30 posts and a combined reach of 1,276,100+ across just Instagram, with many influencers taking to additional platforms like Twitter to share their thoughts and experience. Influencers came from various backgrounds such as fashion, entertainment, and fitness… including a couple dancers to the stars – Katy Perry & Britney Spears. Not to mention, a surprise visit from Anthony Anderson.