Equinox Group · Blink Fitness

Blink Fitness

Brand experience and environments · Founded 2011

Founded in 2011 by Equinox Group, Blink was built as the affordable, judgment-free answer to the premium club. Low dues, clean open floors, and a brand that led with mood rather than muscle.

The design had to carry all of it. A color-forward, plain-spoken prototype that felt generous at fifteen dollars a month and held its character across more than a hundred locations.

Equinox Group · Blink Fitness · Founded 2011

Blink apparel, a tee and a garment tag carrying the orange and blue dot mark
Blink Fitness storefront at dusk with an illuminated dot-matrix sign Blue training floor with a stretch-in-a-blink wall graphic
Branded reception desk against a green and blue color wall Locker room in blue and orange with perforated benches
Training floor with colorful ceiling baffles and a turf lane Open equipment floor under bright light
Orange mural wall reading Strong Arms make for better high fives Members training at the Strong Arms mural wall
The premium club and the value gym came from the same company. One argued by subtraction, the other by color, under a single line, Mood Above Muscle. Both had to make a person want to come back.
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