Breaking Down Demographics and Psychographics
We identified four primary types of Equinox customers in Austin, defined as Esri LifeMode classifications, or markets that share a common experience. Read more about each of these groups here.
- Uptown Individuals, young, city-living singles, are the highest educated market, comprising 14% of customers and 40% of the trade area population. From this data, we see that Equinox is under-indexing in this customer category. With Uptown Individuals making up such a high percentage of the trade area population compared to the percentage of Equinox customers, it’s very likely that the fitness locations are missing opportunities to better reach this desirable group.
- Ethnic Enclaves are up-and-coming families and American dreamers with an average yearly income of $32,000 to $72,000. They comprise 12% of customers and 0% of the trade area population. Equinox isn’t serving this customer segment in the defined trade area.
- Affluent Estates describe highly educated, well-traveled married couples with established wealth. They’re the wealthiest consumers in the U.S. and comprise 11% of Equinox customers and 0% of the trade area population. Like Ethnic Enclaves, this customer segment isn’t being served in the defined trade area.
- Middle Ground are millennials, most of whom attended college, “in the middle.” They’re single/married, renters/homeowners, and middle class/working class, and comprise 11% of customers and 18% of the trade area population. Our data shows that Equinox is serving this customer base appropriately and effectively.

- Metro Renters make up 10% of customers and 28% of the trade area population. This is a highly mobile, educated group that includes people who either live alone or with a roommate in an older building or condo, often located in a city’s urban center.
- Young and Restless make up 8% of customers and 25% of the trade area population. They are well-educated, young workers in professional and technical occupations, along with sales and office/administrative support roles. They’re not established but are striving to get ahead and improve themselves.
- Up and Coming Families comprise 8% of customers and 0% of the trade area population. This is a transitional market with residents who are younger, more mobile than the previous generation, ambitious and motivated.
- Emerald City comprise 5% of customers and 15% of the trade area population. These young and mobile consumers live in lower-density neighborhoods of urban areas. Half have a college degree and professional occupation.