Luxury fitness company Equinox has sparked outrage online after it launched a bizarre campaign called “We Don’t Speak January,” in which the high-priced gym chain banned new members from joining on New Year’s Day.
The brand explained on its social media that it won’t be registering on January 1 because it doesn’t want to support “the New Year, New Me movement that happens every January”.
“We’re for people who are constantly pushing themselves to these extremes,” she added.
The end of the year is a time to reflect on the past 12 months, assess what you would like to change in your life and set goals for 2023 – and many people often choose to lead a healthier lifestyle in the new year.
Equinox has sparked outrage online after it launched a bizarre campaign called “We Don’t Speak January,” which banned new members from going to the expensive gym on New Year’s Day
The brand explained on social media that it won’t be registering on January 1 because it doesn’t want to support “the New Year, New Me movement that happens every January”.
There’s usually a spike in gym memberships in January, and some of them quit shortly after — but Equinox wants you to “make your resolutions elsewhere.”
“We are not accepting new memberships today. It’s not you, it’s January,” read a message on the site on Jan. 1 when attempting to apply for membership.
“January is a fantasy delivered to your home in a pastel colored box. It speaks of change.”
“It needs a new outfit before it can start. Shorten, give up a few weeks later.
“You’re not a New Year’s resolution. Your life doesn’t start at the beginning of the year. And that’s not what being part of Equinox is about.
“We go beyond what is possible. We defy expectations. We are not moderators. We want everything, every day. And you deserve everything.
“You’re not a New Year’s resolution. Your life doesn’t start at the beginning of the year. And that’s not what being part of Equinox is about,” it added on its website
In a now-deleted TikTok video, Equinox said it wants you to “take your resolutions elsewhere.”
The brand added: “January is a fantasy. It speaks of change. It needs a new outfit before it can start. Cut short, give up just a few weeks later
“At Equinox, we’re not talking January – and neither are you. We look forward to welcoming you to our Equinox community tomorrow.”
According to a 2019 poll by NPR and The Marist Poll, 13 percent of 1,075 American adults said one of their New Year’s resolutions was to exercise more, making it the most common resolution.
IHRSA also reported in 2020 that 12 percent of all gym sign-ups occur in January and that 50 percent of new members stop going there within six months.
Additionally, Exercise.com said 67 percent of gym memberships go completely unused.
Unhappy with Equinox’s new campaign, many people took to Twitter to slam the gym brand.
“If someone wants a January 1st goal that will make them live healthier, stronger, and longer, encourage them, not trample them,” wrote another.
“Start your target whenever you want, folks! Do what works for you, even if it’s January 1st.’
“This is unbearable, but since your brand is unbearable… well done. I’m sure a lot of people who hate themselves and are chasing an empty sense of superiority will find this campaign very cool,” said another person.
Unhappy with Equinox’s new campaign, many people took to Twitter to slam the gym brand, with one user dubbing it the “sickiest flex in New Year’s history.”
“It stinks of presumption and elitism,” says a fourth tweet. “Go to an @AnytimeFitness where everyone is welcome and valued.”
Others called it “garbage,” “embarrassing,” and “insensitive,” while another person said the “people behind” the campaign should be “fired.”
“Time for a boycott,” said another angry user, while another added, “You guys will fail more than anyone who starts and fails – at least they started.” You just finished.’
“You guys should be ashamed of yourselves,” wrote another person. “People can start losing weight at any time of the year! At least they’re doing something!’
“What BS? Do you all deny that people want to change their lives?’ asked another user.
“Other gyms will happily welcome these people with open arms. That’s an incredibly bad look. You should be ashamed of yourself.’
From January 2nd, the company will again accept new members. Access to its gyms around the world costs $382 per month.
has reached out to Equinox for comment.
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