Equinox Under Fire for Banning New Members on New Year’s Day

Equinox Under Fire for Banning New Members on New Year's Day thumbnail

Shuts Down New Members Jan. 1
… Snub for Short-Term Clients

1/2/2023 12: 57 PM PT

Fitness firm Equinox is catching heat online after launching an all-day campaign to lock out newcomers. The campaign aimed at destroying the all too common New Years resolution of hitting the gym and then giving up.

Those looking to start 2023 off with a bang would’ve been met with a message to stop you in your tracks … that is, if you tried getting an Equinox membership — because the company’s “We Don’t Speak January” campaign was plastered all over its site.

Equinox stated that it was not signing up new clients for January 1, and called the month a “fantasy delivered at your door in a pastel-colored package.” “

The company claims that life doesn’t begin at the beginning of each year. Equinox also says this.

An intriguing concept…but one that was met online with negativity. One potential client called it “super cringey and pointless” while another stated, “I hate the equinox for many different reasons, but this is definitely an all-time low.” “

The campaign we developed with our friends at Equinox aims to snub short-term New Year resolutions and encourage dedication, instead. The entire chain is blocking new customers from obtaining Equinox memberships on New Year’s Day to drive home the message. (So try tomorrow.) pic.twitter.com/9xvLXs7MDQ

— Brian Collins (@briancollins1) January 1, 2023

The point of the campaign was to drive dedication to the brand, according to Brian Collins — who worked on the concept … as a way to “snub short-term resolutions. “

This is clearly a polarizing campaign, but it’s not Jan. 1. So get your sweat on!

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