A nice tidbit from the article:
“I’ve always had this philosophy that if you do something spectacular for a few people, instead of something average for many, these people will be so loyal to you that they will influence and spread word among the wider market. You’ve got to sweat the details and get it right for the core consumer.”
http://www.businessinsider.com/equinox-president-sarah-robb-ohagan-on-branding-2012-8