✌️EQUINOX - WHAT AN INCREDIBLE THREE YEARS.
Could not be more proud of the team we built and the work we created. Beyond grateful to Harvey for the opportunity.
Leaving is bittersweet, though I’m confident Equinox’s iconic legacy will live on. I absolutely cannot wait to share more about what I’m building next, but will miss my Equinox crew.
It’s Not Fitness. It’s Life.
Tag @cultholdings with your quiz results or comment below.Your completion of our assessment is the first step in your initiation. Your compliance is appreciated.
https://cultholdings.co/quiz
Link in bio
The cult is growing. As of 2026, we have built a team of distinct archetypes and capabilities, all aligned around one objective: building cults. Grateful to those within CHCO: @comic.sans , @bec.hac , @clarajearly , Edward Tsao, @hu._gh , @jlhaddad , @kimxyz , @willhmayer , @xiyonagosain .
Assessment is open. Determine your archetype via the quiz (link in bio) and submit it for consideration.
📸: @jimmyfontaine1
March 22 is my birthday. I’m 32 today. Grateful for my life and the cult members in it. I share this date with a few notable moments: the release of Ice Age in 2002, and Richard Nixon becoming the first U.S. president to visit China in 1972.
As the world went frictionless, we sanded off the edges of lived intensity.
Through food delivery, dating apps, ride shares, and an endless catalog of on-demand services, life has never been easier. And yet searches for terms like “bed rot” and “gooning” continue to rise. We are free from friction and somehow deeply dissatisfied.
Vogue says friction is the new luxury. We are not convinced that is the whole story. This week’s Cult Brand Leader examines further. Link in bio.
Byung-Chul Han argues that “achievement society” turns us into self-exploiting subjects. There is no master, only the internal command to do more.
We are watching that theory materialize in real time.
As of 2025, the wearable market is nearing $100B, fueled by the belief that every aspect of life must be monitored, quantified, and improved. The promise of optimization now functions as soft coercion.
What began as empowerment has become obligation.
Cult Brand Leader examines how brands helped build this new disciplinary regime, why slogans like “Just Do It” ring hollow today, and why anonymity may soon be the ultimate status symbol.
If Han is right, the greatest act of resistance is simply refusing to perform.
Link in bio to the Cult Brand Leader Substack.
The cult continues its campaign for global domination - this time deployed at the @nyse
Alongside leaders like Peloton founder John Foley, Cult Holdings Co led a 45-minute keynote on How to Build a Cult.
Commendations to @firstmarkcap for hosting us at their 2025 CEO Summit and to the 100+ founders who joined the indoctrination.
@Cultholdings has launched a new identity and website for its unconventional business: transforming brands into belief systems using actual cult mechanics. While you might expect gothic or mystical aesthetics, they’ve gone deliberately corporate – stark black and white, redacted documents, institutional typography that feels more like a government office than a creative agency.
The approach isn’t just provocative positioning; it's a research-backed strategy. They study cult psychology extensively, diving into everything from L. Ron Hubbard biographies to the academic writings of Alexandra Stein and Robert Lifton. Then they apply findings about language, ritual, charismatic leadership and community structure to brands like Bryan Johnson and Equinox. “Our language borrows from religious and ideological structures because those are the frameworks that drive allegiance,” they explain. “Brands that endure behave like belief systems.”
The new identity deliberately avoids the expected cult clichés – no 1970s psychedelic aesthetics, no horror tropes, no gothic playfulness. Instead, they’ve chosen what they call ‘corporate neutrality.’ “We designed the system to feel corporate and institutional, slightly banal rather than theatrical,” they note. “For us, cult is control. Control means refinement: a modular system, tightly built, with use cases that scale.”
The results speak for themselves: $583M+ raised across 102+ launches over 2,663 days of operation. Their ‘Cult as a Service’ model proves that the most devoted audiences aren’t built through traditional marketing – they’re indoctrinated through carefully designed belief systems that make followers feel like they’re part of something bigger than a brand.
Explore their complete portfolio at our link in bio.
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CREDITS
Graphic Design: @cultholdings and @bttr.hlf
Web Development: @logansparlin and @studiojacoblindblad
