Cougar Gym Coming To Park Cities, PH?

Eric Celeste may have a new place to hang out that’s much closer to the office than Martini Park.

Just down the street on Oak Lawn, Equinox Fitness, a new gym catering to cougars fashionistas, is taking over a space once occupied by a CVS. (A second one is going up at Hillcrest and Northwest Highway.)

After talking with the people behind Equinox Fitness’ ad campaign it was pretty clear that this could eventually become the Cougar Capital of North Dallas.

“This is not what happens in an Equinox Fitness center. I don’t want to disappoint you. This is more about the fantasy that happens once you leave Equinox,” said Rosemary Abendroth, spokeswoman for Fallon Worldwide (not at all related to Brennan Huff and Dale Dobeck’s Prestige Worldwide).

Obviously, Rosemary was referring to Equinox’s racy ad on the home page of their website featuring a half naked man wearing gold trunks and women who are eating fruit off his stomach.

Rosemary went on to tell me that Equinox tends to attract people, including older women, who aren’t trying to lose weight, but are already in shape.

“Celebrity sightings are common (at the Los Angeles location). You are going to see good looking people working out there,” Rosemary said.
“Could someone who needs to lose 30 plus pounds go in there? That is a harder question. I think there is a level of intimidation at Equinox.”

Update: Rosemary did not mention the term “cougar” during our conversation. We just talked about the fact that the ad campaign was not aimed at soccer moms, but intended for North Dallas’ fashion elite. Make your own judgement call about the potential environment at Equinox, mine was certainly a more humorous (tongue in cheek) take on their fantasy-based advertising. 

Here’s a an excerpt from Rosemary’s email clarifying the intent of the ad: 

The Happily Ever advertising campaign for Equinox is based on the belief that a fitness club can be an environment that motivates and inspires. The ads capture the energy and artistry of the well conditioned body in an adventurous manner blending fantasy and impact.  The ads are directed to a clientele which understands that motivated people are never content with the ways things are, but are always working towards something better. 

Your cougar fashionista fitness comments and cogitations are always welcome.