Exercise

Fitness and physical training as a cultural and brand surface — the lens through which Equinox is read less as a gym than a secular church selling Commitment, identity, and community. The wikilink to Equinox itself is aliased through “Exercise.”

Where this appears

• Equinox Is More Than A Gym. It’s A Church — exercise framed as moral discipline (“Commitment is discipline. Commitment is guts.”), with the brand selling commitment and identity rather than equipment.