John Doe, which has offices in London and New York, replaces Mission PR as the UK comms agency for the American company, which operates 73 sites worldwide including one in London’s Kensington.
The remit will cover consumer placements, content creation and publicity around the brand’s PR and marketing initiatives.
Chris Martinelli, vice-president of public relations at Equinox, said: "We are excited to partner with John Doe, one of the highly regarded and premiere communications agencies in the UK. We chose John Doe due to its global capabilities, creative ideas and strong understanding of our brand value and premium positioning.
"As we plan to grow our presence in the UK market, John Doe will play an integral role in increasing brand awareness and amplifying the Equinox voice."
John Doe MD Rosie Holden said: "Equinox represents a bold and empowering spirit that we share here at John Doe. The agency was set up to work with brands that make a difference, and Equinox certainly fulfils this definition. We are incredibly excited to be working with this leading lifestyle brand and look forward to building its reputation in London and beyond."