Equinox took the gym and turned it into a premium product. Now the company is looking to do the same with the fitness instruction videos you watch online -- think high-end camera work instead of vertical video shot on an iPhone, featuring some of their 6,000 instructors and full-fledged classes.

Equinox Group is serious enough about it that they've put a new division of the company, Equinox Media, to the task.

"We're really running a half fitness club, half production studio every single day," Equinox Media CEO Jason LaRose said on this week's episode of Making Marketing.

In this, LaRose said, they're responding to trends among existing customers -- who in surveys say they want to spend more time with the brand -- and Americans as a whole. "When you see a $4 trillion wellness economy, when you see gym or club memberships at an all-time high in this country while you also see digital content going through the roof, I think you're on to something where you really need to follow the consumer."

In this week’s episode of Making Marketing, LaRose talked about starting a content-making company from scratch, how stores today are more about marketing than bringing in revenue and why media will be a customer acquisition tool.