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Senior Director, Public Relations

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Senior Director, Public Relations



Equinox Group is a high growth collective of the world's most influential, experiential, and differentiated lifestyle brands. We restlessly seek what is next for maximizing life - and boldly grow the lifestyle brands and experiences that define it. In addition to Equinox, our other brands, Blink, Pure Yoga, SoulCycle, Equinox Hotels and Equinox Media are all recognized for inspiring and motivating members and employees to maximize life. Our portfolio of brands is recognized globally with locations within every major city across the United States in addition to London, Toronto, and Vancouver.


We are passionate about high-performance living and we practice what we preach – investing time in our own health and fitness. We believe that everyone has untapped potential within them and it takes a disruptive approach to unleash it. We dream big and don’t settle for the status quo. We sweat the details. We never accept less than 110% to help each other deliver the Equinox experience and enable our members to get great results. We are obsessed with what’s new, what’s now, what’s next. Never following, always leading, living ahead of the moment in fashion, culture and consumer behavior. We aren’t just a company; we’re a community vested in each other’s success. We value humility and a team approach at every level of the company.

If you are a high performing individual who is passionate about winning and inspiring others then we are excited to discuss career opportunities with you.

Job Description

Equinox is seeking a seasoned and dynamic Senior Director of Public Relations to join our team. This strategic role is critical in amplifying our brand’s prominence in the luxury lifestyle sector and involves architecting and orchestrating a comprehensive public relations strategy. The ideal candidate will be a visionary leader with a robust background in media relations, brand positioning, and the formulation of social media influencer strategies.

Key Responsibilities

Public Relations Strategy Development:

  • Develop and implement a sophisticated public relations strategy that positions Equinox as a leader in the luxury lifestyle space.
  • Craft compelling narratives and outbound media stories that align with our brand ethos and strategic goals.
  • Utilize strong relationships with key media outlets, journalists, and influencers in the luxury, fitness, and lifestyle sectors.
  • Gain access to and leverage connections with top-tier influencers.
  • Oversee the creation of press materials, including press releases, media kits, and executive briefing documents.

Social Media Influencer Strategy

  • Develop and operationalize a social media influencer strategy that significantly expands our brand reach and engages with our target audiences.
  • Identify, engage, and manage relationships with high-impact influencers and thought leaders in the fitness and lifestyle sectors.
  • Collaborate with marketing teams to integrate campaigns with broader marketing initiatives.

Team Leadership and Collaboration

  • Lead, mentor and provide strategic direction to a team of communications professionals, fostering an environment of growth and performance excellence.
  • Collaborate with internal teams, including marketing, legal, and HR, to ensure alignment of communications strategies with overall business objectives.
  • Manage external public relations agencies and consultants.
  • Work with internal communications team to ensure transparency and elevate employee engagement.


  • Bachelor’s degree in Communications, Journalism, or related field. Master’s degree preferred.
  • Minimum of 12 years of experience in public relations, with a focus on luxury brands or lifestyle sectors.
  • A proven record of directing public relations and leading successful influencer strategies.
  • Excellent verbal and written communication skills.
  • Demonstrated leadership capabilities with experience in managing teams and influencing organizational strategy.
  • Ability to work in a fast-paced environment and manage multiple projects simultaneously.
  • Deep understanding of social media platforms and influencer engagement.

Pay Transparency: Min $160k - $190k, bonus + equity eligible

Additional Information


  • We offer competitive salary, benefits, and industry leading commission opportunities for club employees
  • Complimentary Club membership
  • Perks and incentives with our products and services including Personal Training, Pilates, Spa and Shop

This job description is intended to describe the general requirements for the position. It is not a complete statement of duties, responsibilities, or requirements. Other duties not listed here may be assigned as necessary to ensure the proper operations of the department.

Equinox is an equal opportunity employer. For more information regarding our career opportunities, please visit one of our clubs or our website at

All your information will be kept confidential according to EEO guidelines. Must have a legal right to work in the United States. 


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"High Performance Living”

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