Equinox rolled out its quotEquinox Made Me Do Itquot advertising campaign this year Photo courtesy of Equinox

Equinox rolled out its "Equinox Made Me Do It" advertising campaign this year. Photo courtesy of Equinox.

Health Clubs Use Sophisticated Advertising to Create Connections

With the "Equinox Made Me Do It" and "No Gymtimidation" taglines, Equinox and Planet Fitness, respectively, have advertising campaigns with a consistent, strong identity that engages their audiences, according to one health club consultant.

Whether they are advertising on a website or on TV, all club owners face the same challenge: how to connect with their audience.

For the most successful campaigns, it all starts with a great brand, says Denise Lee Yohn, author of "What Great Brands Do."

"They're connecting beyond a specific product," she says. "They're tapping into people's emotions and aspirations. And they create more of that emotional and personal connection that people

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