Equinox bans new members on January 1, sparking criticism

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NEW YORK — Upscale fitness chain Equinox did not accept new members on Jan. 1 — a day when many people pledge to jump-start their New Year’s resolutions and goals by hitting the gym.

“January is a language we don’t understand,” the company wrote on social media, adding, “He wants you to start something when you should be in the middle.”

Equinox said it would not be recruiting new customers on January 1, calling the month “a fantasy delivered to your door in a pastel-colored box”.

The decision has led to criticism of “shame” for those trying to start 2023 with healthier habits.

“‘Make your resolutions somewhere else’ is such an embarrassing caption Equinox. Stop the bullying,” one Twitter user wrote.

Another person chimed in on social media, writing, “If anyone wants to have a goal on January 1st that will make them healthier, stronger and lifesaving longer, you should cheer them on. Don’t trample them for this. Start your goal whenever you want people! Do what works for you, even if it’s January 1st!!!”

According to the fitness club’s website, the company operates 106 clubs across the United States. The company also owns hotels and spas.

According to Brian Collins, who worked on the concept, the purpose of the campaign was to snub short-term New Year’s resolutions and encourage dedication instead.

RELATED: New Year’s Resolution: Exercise Coach Discusses Ways To ‘Jump’ Into The New Year

“To get the message home, the whole chain is blocking new customers from reaching Equinox memberships on New Years Day. (So try tomorrow),” Collins said.

This story was reported from Los Angeles.

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