High-end fitness club, Equinox, is not here for anyone’s ‘new year, new bod resolutions.’
According to the Independent, the luxury gym club did not accept new membership applications on Sunday, January 1, 2023, in an effort to discourage individuals who hit the gym temporarily as part of their New Year Resolutions.
“We Don’t Speak January,” the firm posted on its social media accounts along with a statement detailing its decision to decline any new membership applications, followed by an “It’s not you. It’s January” caption.
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The firm also posted another controversial TikTok video showing a gymgoer pretending to work out and captioned, “Take your resolutions somewhere else.”
Equinox has since deleted the video from their accounts.
However, this triggered a social media frenzy, with most social media users branding the PR move as “super smart” while others accused Equinox of trying to “shame” people for wanting to make healthier decisions in the new year.
One user criticized the campaign, writing: “Equinox charges too much money to be this exclusionary.”
This is super cringe and pointless. Aside from the fact that today is Sunday and people are still hungover from last night, this “bold” strategy ends tomorrow. Equinox charges too much money to be this exclusionary. https://t.co/DuIhoTk1iD
— Nani ✨?✨ (@lenubienne) January 2, 2023
Another went on to accuse them of being elitist.
This is elitist af. And very much gym bro energy. https://t.co/8G0VGVHipT
— ? (@_heyyymscarter) January 2, 2023
Equinox isn’t a real gym, but this is why some of us fat/not fit people feel so unwelcome at the gym, bcs were unwelcome at the gym. The tell us to work our, but then try to stop us from working out or mock/laugh at us when we do. Apparently we can’t win and it fucking sucks https://t.co/u9akocx2SS
— New Year, Same Bitch (@__sssarahhh__) January 3, 2023
As someone we’ll within the demo of Equinox that’s just shitty message to send.
I was good on them when I was in LA and was looking for gym and they wouldn’t let me get a day pass.
— Fish’N’Chips Freddie (@SDY292) January 2, 2023
The internet: Hey maybe this year can be the year we don’t shame resolutioners at the gym!
Equinox: Mmmmmm no, and actually,
— jamie fricken gib (@jamiefrickengib) January 2, 2023
I’m not sure it does make sense for a gym that was literally sending emails begging folks to join on December 31st: pic.twitter.com/cANbzabE1i
— Chaka Cumberbatch ✨? (@princessology) January 2, 2023
Omg I just tried to join Equinox and they dragged me out back and locked me in a pastel box. The front desk lady went back get a gun but I managed to escape.. DO NOT TRY TO JOIN THIS GYM IN JANUARY
— macklin (@oliveluver) January 2, 2023
Ironically, Equinox isn’t even a gym. It’s just a place to spend $300 a month so you can purchase all of the latest Instagram clothing brands and then judge everyone while you pretend to work out pic.twitter.com/7Ilb8sQTiY
— Alex Cohen (@anothercohen) January 2, 2023
Lmfaaoo @Equinox y’all corny as hell. Everybody has their first session. Good on y’all for being exclusionary and contributing to everything wrong with gym culture.
“wE dOnT sPeAk JaNuArY”
Please get a new copywriter. https://t.co/jlVcBMhscv
— maybe: nick ? (@omarisoftwick) January 2, 2023
I fully support Equinox on this. I could barely find a machine to use today as they were all occupied by people I have never seen once at the gym who will most likely stop going in March.
— Victory (@CallherVic) January 2, 2023
I understand why everyone is mad about the equinox gym post but as a business major, it’s not shocking. Their gym caters to a entirely different demographic than the average consumer and it seems like they wanna keep it that way ??♀️
— Kei (@kei_lyvonne) January 2, 2023
Everyone complains there’s to many people in the gym in beginning of the year, Equinox does this and people stilll upset lol. I honestly see no issue here ? https://t.co/xhj95flZi5
— ? (@jussxjonniee) January 3, 2023
Others were confused by the campaign’s desired effect since Equinox only banned new members for 24 hours on January 1 and quickly reopened membership applications on Monday (January 2).
“The fact that you can sign up the following day… This is a joke,” one user wrote. “But I’m sure there are people this will appeal to.”
The fact that you can sign up the following day… This is a joke. But I’m sure there are people this will appeal to. https://t.co/bNFlN0Zb9E
— Ethan’s Mama (@EthansMama4) January 2, 2023
To this, Brian Collins, the brains behind the marketing strategy, said the point was to snub short-term New Year resolutions and encourage dedication instead.
“To drive the message home, the entire chain is preventing new customers from attaining Equinox memberships on New Year’s Day. (So try tomorrow),” Collins said.
The company has 106 club locations across the U.S. and Canada. California has 32 locations, according to the luxury club’s website.
Equinox members can enjoy personal training, fitness classes, and complimentary services.