Equinox, the high-performance, upper-tier lifestyle company, has tapped the former Tory Burch executive Bindu Shah to amp up its marketing and digital business.

In her new role as chief marketing officer and chief digital officer, she is leading the development and execution of Equinox’s brand’s marketing and digital strategy. Her assignment will include strengthening brand awareness as well as member acquisition and retention through integrated experiences. Shah reports to Marc Mastronardi, president of Equinox, and she will join the company’s executive leadership team. Equinox has 111 clubs that offer a variety of fitness, wellness and spa services including its first outpost in Seattle, which debuted last month.

Shah succeeds Jeff De Korte, who had joined Equinox as CMO from the travel and hospitality industry in December of 2022. He relaunched the Equinox brand post-COVID-19, after many gym members had grown accustomed to working out at home or outdoors, due to pandemic restrictions or concerns. De Korte left Equinox in October 2024, after managing a 40-person team.

Mostly recently, Shah served as executive vice president, global chief marketing officer and chief digital officer at Tory Burch. She exited the company last month after nearly six years. Prior to that, Shah has spent four-and-a-half years at Sephora, where she worked as vice president of digital marketing and media. Her earlier posts included stops at Gilt Groupe and McGraw-Hill Higher Education. After earning a bachelor’s degree in economics and mathematics at Barnard College, Shah earned a MBA in business administration and management from Harvard Business School.

News of Shah joining the company follows Friday’s announcement by New York attorney general Letitia James that a $600,000 settlement with the Equinox Group had been reached regarding its practice of canceling memberships. The office of the attorney general determined that the Equinox Group, which includes Equinox, Equinox+ and Soul Cycle, had failed to clearly disclose its subscription terms, provide consumers with the subscription acknowledgement that is required by New York law and offer “cost-effective and “easy-to-use” cancellation mechanisms. An Equinox spokesperson said Monday afternoon, “Prior to being made aware of this inquiry, we had already begun to make changes to our terms and conditions in conformance with all statutory requirements, and our policies are in full compliance. We are pleased that this matter is resolved.”