Next, we examined the primary Equinox customer types further, breaking them down based on psychographics. Our data shows that Equinox is serving this customer base appropriately and effectively. Middle Ground are millennials, most of whom attended college, “in the middle.” They’re single/married, renters/homeowners, and middle class/working class, and comprise 11% of customers and 18% of the trade area population.Like Ethnic Enclaves, this customer segment isn’t being served in the defined trade area. and comprise 11% of Equinox customers and 0% of the trade area population. They’re the wealthiest consumers in the U.S. Affluent Estates describe highly educated, well-traveled married couples with established wealth.Equinox isn’t serving this customer segment in the defined trade area. They comprise 12% of customers and 0% of the trade area population. Ethnic Enclaves are up-and-coming families and American dreamers with an average yearly income of $32,000 to $72,000.With Uptown Individuals making up such a high percentage of the trade area population compared to the percentage of Equinox customers, it’s very likely that the fitness locations are missing opportunities to better reach this desirable group. From this data, we see that Equinox is under-indexing in this customer category. Uptown Individuals, young, city-living singles, are the highest educated market, comprising 14% of customers and 40% of the trade area population.Read more about each of these groups here. We identified four primary types of Equinox customers in Austin, defined as Esri LifeMode classifications, or markets that share a common experience. Breaking Down Demographics and Psychographics

Our mobile-data driven trade area encompassed 6 minute drive time, on average, for each store based on where the customers were before and after visiting Equinox. Using Locate’s mobile data technology, we geofenced Equinox locations in Austin and studied the behavior patterns of mobile devices tagged as Equinox customers. Today, we’re taking a look at how well Equinox, one of the most popular luxury fitness companies, is serving its customers in Austin. We recently analyzed Whole Foods Market customers in a defined trade area of Austin, Texas. Locate’s data-driven site selection process is designed to help you navigate these differences, so you can serve your top customer base intentionally and appropriately at every location. Because customers of your brand aren’t created equal, your top customer base at one location may differ significantly from top customers at another location. Site selection involves not only understanding whether or not a specific site will be successful, but also understanding what it will take to be successful in that trade area.

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