# Sensual Gym Campaigns The Terry Richardson Equinox Ads Boasts Confidence, Agility and Balance By Meghan Young | Published 2010-12-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/terry-richardson-equinox References: [refinery29](http://www.refinery29.com/terry-richardson-sexes-up-gyms-with-new-equinox-ads.php) & [equinox](http://www.equinox.com) The Terry Richardson [Equinox](https://www.trendhunter.com/trends/benefit-auction) ad campaign is sexy and candid, completely embodying the photographer's gritty style. Yet it also seems a bit out of sync with the infamous artist's other work. I think it has to do with the fact that photos are for a gym rather than a magazine or even a [racy clothing line](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty). Nevertheless, the Terry Richardson Equinox ad campaign has not compromised his style and taste. Absolutely steamy, it demonstrates just how [edgy this fitness center](https://www.trendhunter.com/trends/gymbox-start-line) is, as well as what you will get out of a membership: agility, confidence and balance. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 67% | Activity: 80% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Edgy Fitness Campaigns:** Opportunities exist for gyms to break away from conventional marketing and create racy campaigns that embody sensuality and athleticism. - **Candid Fitness Photography:** There is a growing trend of candid and gritty fitness photography showcasing raw athleticism and beauty. - **Sensual Wellness Programs:** Wellness programs can explore the use of sensuality to promote mindfulness, confidence, and balance. ### Where This Applies - **Fitness Industry:** The fitness industry can leverage candid and sensual campaigns to attract a new breed of confident and edgy clientele. - **Wellness Industry:** The wellness industry can explore the use of sensuality in their programs to promote mindfulness, balance, and confidence. - **Fashion and Fitness Industry:** The fashion and fitness industry can collaborate to create racy clothing lines that embody sensuality, athleticism, and style. ## Related on Trend Hunter - [Joyful Workout Commercials](https://www.trendhunter.com/trends/dynamic-campaign.md) - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md) - [Diversity-Focused Fitness Campaigns](https://www.trendhunter.com/trends/united-we-sweat.md) - [Empowering Fitness Journey Campaigns](https://www.trendhunter.com/trends/reform-the-rules.md) - [Functional Shot Brand Campaigns](https://www.trendhunter.com/trends/ryde-x-heidi-montag.md) - [Stylish Outdoor Gyms](https://www.trendhunter.com/trends/stylish-outdoor-gym.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Modernized Tech-Driven Fitness Platforms](https://www.trendhunter.com/trends/power-progress.md) - [Empowering Fitness Campaigns](https://www.trendhunter.com/trends/mother-fitness.md)