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Stunt Marketing: Can Equinox Capitalise on it's New Year's Marketing Stunt?

Can “Stunt marketing” be a long term viable strategy to drive customer growth and retention? On today’s episode of Punchy, hear from team Rival and Emma Windsor from Elixirr about what it takes to create, optimise and scale a stunt based marketing strategy. They discuss Equinox’s recent new year stunt, refusing new joiners on January 1st (typically the day with the most number of new joiners in gyms), along with breaking down if this is a long term sustainable strategy for most brands. 

👇Stories discussed:

Why Equinox’s move to ban customers from joining on New Year’s Day makes sense for its brand

This gym plants a tree everytime you join a class 

Gen V wants to pay Rishi Sunak £1million to go vegan 

Planet fitness does speak January

👀Other Links Mentioned: 

Emma’s Podcast 

Planet Fitness campaign 

Punchy is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Punchy is hosted by Eric Fulwiler, who's often joined by his Rival Co-Founders Jenna Cummings and DuBose Cole. 

Find Rival online at, LinkedIn, Twitter

Watch the video version of this Podcast on YouTube.

Find Eric on LinkedIn and tweet him @efulwiler

Find Jenna on LinkedIn.

Find DuBose on LinkedIn.

Say hi at, we’d love to hear from you.

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