Brand

Precision Run

Video, Social Concepting, Social Strategy

The brand

Precision Run is Equinox’s standalone brand and running studio, headquartered in Flatiron.

Sprung from the mind of David Siik, PR is all about balanced intervals—varying speed and incline—for a better all-around burn.

The brand is Equinox-adjacent: the tone a little more cordial, edgier. It seeks to disrupt, demystify, and democratize running for all. I was the brand’s lead writer.

The studio

The PR studio really is something else. It offers not just the most immersive running classes around, and immaculately designed locker rooms, a dedicated recovery area with Hypervolt tools, and even a bar with kombucha on tap.

The marquee feature, though, has to be the treadmills themselves—custom-made for PR by Woodway. The smart dashboards let you set your speed and recovery with ease.

The work

Because of its startup mentality, work for Precision Run has to be agile and occasionally break our normal processes.

It requires quick attention and short turnarounds—from a direct mailer to a new campaign video. The video at the beginning of this page is our “product” shoot (i.e. what actually happens in the class), while we’ve also shot interiors of the studio.

The social

Just like the higher-level brand work, I also wrote all of Precision Run’s Instagram. And just like the brand, it requires being able to be fast, agile, conceptual, and more than a little clever.