Equinox bans new members on January 1, leading to ‘shameful’ reviews

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Upscale fitness chain Equinox did not accept new members on January 1. “January is a language we don’t understand,” the company said on social media. The decision has received mixed reviews, with some saying it “shames” people trying to form new habits. LoadingSomething is being loaded.

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Upscale fitness chain Equinox did not accept new members on Jan. 1, a day when many try to make resolutions by hitting the gym.

“January is a language we don’t understand,” the company said on social media.

Equinox (@Equinox) January 1, 2023

The decision drew criticism and praise on social media, with some accusing the company of “shaming” people trying to start the year with healthier habits. Others called it “exclusive” and “whimsical.”

Violeta J. Rodriguez, MS (@vjrodriguez33) January 2, 2023

Others praised the company for sticking to its brand values.

“Super bold, super smart, strategically aligned with their brand,” digital marketing and strategy professional Jess Smith wrote on Twitter.

Jess Smith (@WarJessEagle) January 1, 2023

Equinox operates 106 clubs, according to its website. He also operates a hotel in New York that the Wall Street Journal has dubbed “the most suitable hotel in the world.”

The new advertising campaign was developed in partnership with the Collins agency, according to The Drum, a publication for marketing and media agencies.

The campaign aims to challenge “wellness industry norms,” ​​according to Will Mayer, Equinox vice president and chief creative officer, according to The Drum.

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