That New Year’s weight loss started a day late for some.
Luxury fitness club Equinox has been criticized online after it launched a one-day campaign labeled ‘We Don’t Speak January’ and barred new members from joining. increase.
On January 1st, like many people who were feeling fit and ready to welcome the New Year, those who visited Equinox’s website and signed up for the luxury gym were greeted with an unusual message.
A message posted on Equinox’s website reads, “Not you. It’s January.”
The company called January “a fantasy delivered to your door in a pastel-colored box.”
“You’re not a New Year’s resolution. Your life doesn’t start at the beginning of the year. And it’s not about being part of Equinox,” the message told the hopeful new members.
The message concluded by assuring those wishing to sign up that the fitness club is looking forward to welcoming you to the Equinox community tomorrow.
Doubling down on its stance, the company posted a list of reasons in a photo on Twitter as to why it won’t allow newcomers to sign up.
It started with the words, “January is a language we don’t understand,” and simply repeated what was posted on the website.
The bizarre marketing stunt was greeted with a growing backlash online.
“Nobody who actually cares about fitness goes to Equinox. Wealthy people just have a biological desire to waste money.” One Twitter user tweeted.
“Equinox gives me a loser vibe” another user said in a quoted tweet Equinox’s New Year’s Day post.
“Have you not noticed that fitness clubs are so fiercely opposed to people checking their notes to improve their health and well-being?” a A user commented below the company’s tweet.
The fitness club’s New Year’s Day campaign didn’t sway everyone.
“Equinox is not accepting new memberships today. Very bold, very smart and strategically aligned with the brand.” Users who sent supportive tweets about the company’s campaign.
“Equinox did not accept new signups on Jan 1. Gym is fine, but marketing is A+.” Another user tweeted.
TikTok, posted by Equinox and then deleted, also had some fun at the expense of those who couldn’t sign up on January 1st.
A video showing an empty gym and one member happily exercising alone includes the text, “It’s January 1st, but please remember that Equinox isn’t enrolling new members today.” was displayed on the screen.
The video’s caption reads, “Take your resolution elsewhere.”
As of Monday, new members can sign up for the gym. Jim charges $382/month for access to all locations around the world.
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