Examples of brands that transitioned from a focus on one specific area of fitness or wellness to one that positions itself as a lifestyle brand are Equinox and Taco Bell.
- Equinox was founded in 1991 and used to focus on exclusively gyms.
- They were one of the best-known gym chains in the US before the company transitioned into becoming more than just a gym and became a lifestyle brand.
- The company first signaled its intent to move from just a gym/fitness brand to a lifestyle brand in an ad tagged "It's not fitness. It's life" that debuted in 2004. But it wasn't until 2012 that the company began aggressively pushing through its new image as a lifestyle brand.
- Christopher Norton, CEO of Equinox Hotels, stated that one of the reasons the brand moved from being just a gym to a fitness brand is because people's attitude evolved from "going to the gym because they had to" to going to "the gym because they want to."
- The company notes that they decided to transition because they started noticing "a convergence of fitness, wellness, and beauty."
- Equinox now offers yoga, spa, beauty, outdoor pools, travel, and hotels.
- The move has been widely successful and has turned Equinox into a well-known global brand. The opening of the first-ever Equinox hotel is a testament to the success of the transition to a lifestyle brand.
- Since it started transitioning in 2004, the number of people participating in its running event grew by an average of 9% annually between 2005 and 2015.
- Taco Bell was founded in 1962 as a fast-food brand and grew to become one of the biggest restaurant chains in the US. Despite being a fast-food chain, the company emphasized wellness and had a health program as early as 1991.
- Between 2013 and 2016, Taco Bell pursued an aggressive rebrand that turned it from just a popular fast food brand into a lifestyle brand.
- According to the Deborah Brand, Taco Bell's Vice President of Development and Design, what prompted the change was a realization that "people want to relate to your brand in a more authentic and holistic way versus just 'you sell tacos.' They want to move from a transactional relationship to actually engaging in a relationship with you."
- In line with his new lifestyle brand positioning, the company made irreverence "the core of Taco Bell's identity and the thing that separates it from other quick-service restaurants."
- Since its push into becoming a lifestyle brand, Taco Bell has launched a boutique hotel, and now also offers beauty products such as Taco Bell-inspired hairstyle and nail art. They also now offer merchandise and wedding services
- Taco Bell's transition to a lifestyle brand helped transformed a company that was struggling after a lawsuit tarnished its image in 2011 to a company that now has a cult following.
- When the company launched its mobile ordering platform, it became a top 20 paid app on the first day of launch, thanks to its cult following.
- Taco Bell was a $10 billion enterprise in 2018, thanks to its transformation and the company said that it expects to be a $15 billion enterprise with up to 9,000 restaurants in the coming years.