• 7.29.16

    Jason Madara Reveals the Heart of Equinox

    When we go to the gym, we go to work. We go to sweat, and lift, and run. We go to lose our breath and push ourselves to the physical limits with the goal of making ourselves better. They’re places of energy and focus, places of expression and fighting limitation. But Equinox tries to add another layer to the experience, and as Jason Madara knows: they do something special. For the last couple years Jason has been traveling all over the country photographing different Equinox clubs and most recently he photographed their River Oaks club in Texas. “At each club I really try to do something different that I haven’t done before because I don’t want to repeat myself,” says Jason. “Each club is very different. There hasn’t been one club to me that’s looked the same. And River Oaks was one of the newest ones and I think it’s one of the most beautiful that we’ve been to.” 

    He’s now gotten to know dozens of Equinox clubs intimately, and has gotten to the point where he’s more familiar with these places and the people that keep them running than even some of the most senior Equinox staffers. He spends days at each club, absorbing the energy and understanding the space in a complete way so that he, as a photographer, can offer an honest portrayal of what it’s like to be in each unique club. “All of these clubs have their own personalities, they each have their own thing that they say to you,” says Jason. “Through the architecture, through the color, through the light. And River Oaks has a beautiful blue and gold feel to it.” Jason’s images of River Oaks are crisp and fresh, but he didn’t paint that on. Instead he revealed what he found in that space, giving the architecture and light room to show itself.

    After all this time Jason has come to know and understand the Equinox brand well enough that it’s become something of a touchstone for him. “Equinox is one of those places that no matter what city I’m in it makes me feel really at home,” says Jason. At a place where customers are going to find and push their physical limits, a little bit of calm and attention to detail goes a long way. And Jason just wants to show it to you.



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