Equinox, a luxury gym group, has come under fire for releasing a New Year campaign that banned people from joining as new members on 1 January.
The brand took to Twitter and TikTok to affirm its damning position on joining gyms in January, branding New Year resolutions as ‘fantasies’.
It’s not you, it’s January. #ItsNotFitnessItsLife pic.twitter.com/Bg6lBnSUR2
— Equinox (@Equinox) January 1, 2023
“January is a language we don’t understand,” Equinox wrote in a statement. “A fantasy, delivered to your door in a pastel coloured box.
“It talks about change. It wants you to start something when you should be in the middle of it. It thinks time is on its side. It needs a new outfit before it can begin.
“Stalling, short-cutting, giving up.
“We don’t speak January.”
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The gym chain’s posts, featuring the hashtag ‘#ItsNotFitnessItsLife’, have since sparked outrage online.
One Twitter user called the marketing stunt “the cringiest flex in New Year’s history”.
https://twitter.com/defnoodles/status/1610011018742337539?s=20&t=ZyYyO2J-PqG0BnRHrZbwCg
Another wrote: “Equinox always did come across as not being very accessible so I guess it’s on brand.”
However, despite the negative press the campaign has received, some people have taken to Twitter to praise the promotion.
One person posted: “Their gyms are okay, but their marketing is A+.”
‘We don’t speak January.’
Equinox didn’t accept new signups on Jan 1st.
Their gyms are okay, but their marketing is A+. pic.twitter.com/BqeYcYkPEq
— Zach 🏴 (@zachpogrob) January 2, 2023
