Bianca Kosoy is a badass. No other way to say it. The NY Times has a brief but enlightening articleabout Ms. Kosoy, the creative director for Equinox, that high-class, high-style brand of luxury gyms. Now, usually I find stories about cooler-than-everybody ad execs to be obnoxiously overblown. But. after reading about Kosoy’s work and life, I’m convinced she might actually be cooler than everybody.What makes Kosoy so cool? Well, the number one thing that caught my eye was the fact that, while she may be in charge of the image for the country’s highest-profile luxury gym brand she doesn’t work out. In the article she states, “I never work out. I think fitness is a fraud. That’s why I try to make it look like fashion.”
Just because she’s a high-powered executive at Equinox, she’s proud of the fact that she’s not into the product. We should all be so bold. Though, it probably helps that she’s good at her job.
A few other awesome things about Kosoy: