Equinox has named Bindu Shah as chief marketing and digital officer, reporting to President Marc Mastronardi, according to a press release. Shah, who joins Equinox’s executive leadership team, is tasked with growing brand awareness and driving membership acquisition and retention for the owner of luxury fitness clubs. She replaces Jeff De Korte, who departed the brand last fall. 

Shah most recently served as global chief marketing and digital officer at fashion label Tory Burch, a position she held beginning in 2019. Her resume also includes past stints at Sephora, Gilt.com owner Gilt Groupe and McGraw-Hill. Shah began her career in the investment banking world at Morgan Stanley. 

Equinox operates over 100 full-service fitness clubs globally, and plans to open dozens of additional locations in the coming years, the company has said. Marketing could play an important role in swaying potential customers who face no shortage of options when seeking a space to work out and are more conscious of their budgets given economic uncertainty.

Hiring Shah follows several other executive changes at Equinox. Mastronardi was appointed president of the group in August, jumping from department store giant Macy’s, where he oversaw over 500 store locations. Just months later, the company hired Matt Dunnigan, a Restaurant Brands International veteran, as finance chief and Gretchen Koback Pursel, previously of Tiffany & Co., as chief people officer.

Equinox built its brand around high-end gyms in major metropolitan areas such as Los Angeles, London and New York, where it was founded in 1991. However, the chain has encountered stiffer competition from rivals both national and local, including Life Time Fitness and Chelsea Piers Fitness. 

Blink Fitness, a budget-friendly offering previously owned by Equinox Group, filed for Chapter 11 bankruptcy protection in August. Privately-held Equinox Group also operates chains including SoulCycle and Pure Yoga.