Equinox vs Lululemon: Tone of Voice Compared

A side-by-side comparison of how Equinox and Lululemon communicate — tone words, language style, sentence structure, and taglines.

In short

Equinox and Lululemon both compete in Sports & Fitness, but they don't sound alike. Equinox sounds luxury, aspirational, writing in aspirational language, while Lululemon sounds premium, mindful, writing in aspirational language. They share no tone words at all. Equinox's tagline, "It's Not Fitness. It's Life.", captures its voice; Lululemon answers with "Be Human".

Voice comparison

DimensionEquinoxLululemon
Tone wordsLuxury, AspirationalPremium, Mindful
Language styleAspirationalAspirational
Sentence typeStatementCommand
TensePresentPresent
ExpressionImaginativeImaginative
Tagline"It's Not Fitness. It's Life.""Be Human"

What Equinox and Lululemon share

Equinox and Lululemon share no tone words. Both compete in the Sports & Fitness sector.

Where they differ

Equinox leans luxury, aspirational. Lululemon leans premium, mindful.

Positioning & strategy

DimensionEquinoxLululemon
Brand messageThe ultimate luxury fitness experience for high performersTechnical athletic apparel that elevates the sweatlife
MissionMaximize the potential of your mind and bodyElevate human potential by helping people feel their best
Core conceptHigh-Performance LivingElevated Athletics
Core tensionOrdinary vs. ElitePerformance vs. Lifestyle

Frequently Asked Questions

How is Equinox's tone of voice different from Lululemon's?

Equinox uses a luxury, aspirational tone with aspirational language, while Lululemon uses a premium, mindful tone with aspirational language. They share no tone words.

What is Equinox's tagline and what is Lululemon's tagline?

Equinox's tagline is "It's Not Fitness. It's Life.". Lululemon's tagline is "Be Human".

Do Equinox and Lululemon target the same market?

Yes — both Equinox and Lululemon compete in the Sports & Fitness sector, though Equinox focuses on luxury fitness and Lululemon on athletic apparel.

Is Equinox or Lululemon more figurative in its messaging?

Both lean imaginative — Equinox and Lululemon each express themselves in a imaginative way.

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