Equinox Fitness Clubs has appointed Cynthia (Cie) Nicholson, former CMO of PepsiCo North America, as EVP and chief marketing officer in hopes of positioning the company as a global lifestyle brand.

Nicholson has two decades of experience launching, building and marketing consumer brands, with responsibility for more than 35 brands during her tenure as CMO of Pepsi. She brings to Equinox leadership, knowledge, experience, and proven success in brand strategy, product innovation, sports marketing, media, and digital and consumer marketing. Nicholson is the co-founder and principal strategist of two start-up companies, and in addition to a wealth of experience in large, international corporations, including R.J. Reynolds Company, she has the heart and drive of an entrepreneur.  

“Cie is a forward-thinking leader who understands how to build and expand a brand into new, profitable markets.  She is the best of all worlds: an award winning marketing executive with an exceptional track record in one of the most competitive global businesses, a natural leader and developer of talent, and a successful manager with a tremendous entrepreneurial spirit. Cie will help us identify and capitalize on domestic and international growth opportunities as we execute our vision of building a global lifestyle brand. We are very excited to have her join our team,” says Harvey Spevak, CEO, Equinox.

“I am thrilled to be joining Equinox at such an important point in the company's growth and expansion. The Equinox lifestyle brand has something unique and compelling to offer both an expanded domestic and international marketplace. Equinox has tremendous brand equity that defines quality, innovation and attention to detail through its design and diverse offerings. That's a great message in any language,” says Cie Nicholson.