Equinox Criticized Over Not Accepting Sign-Ups On New Year’s Day

Equinox, a gym organization, was subject to backlash. prohibiting People are prohibited from joining any club within its chain after the first day of the new year. 

A tweet that was posted on its official Twitter account on January 1. said, “It’s not you, it’s January.”

The tweet contained a photo of a piece of paper explaining how the club doesn’t “speak January.” 

It’s not you, it’s January. #ItsNotFitnessItsLife pic.twitter.com/Bg6lBnSUR2

— Equinox (@Equinox) January 1, 2023

On the club’s website, visitors were reportedly greeted With a message about signing-up if they attempted to complete a membership request on the first day. 

“January is a fantasy, delivered to your door in a pastel-colored box. It talks about change. It needs a new outfit before it can begin. Short-cutting, giving up just a few weeks later,” It was. 

“You are 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’s possible. We defy expectations. We are not moderation. We want it all, every day. And you deserve it all,” It was also added. 

“At Equinox, we don’t speak January – and neither do you. We look forward to welcoming you to our Equinox community tomorrow,” Please note the message. 

Users of social media pushed The campaign was rebuffed calling It was a shameful move.

Writer Brittany Van Horne posted a photo of an email she received inviting her to begin 2023 at Equinox, questioning the club’s messaging. 

??? pic.twitter.com/gcTbuzs5zD

— Brittany Van Horne (@_brittanyv) January 2, 2023

However, not everyone was against it. At least one Twitter user said that they were in agreement with the brand. 

Collins, an independent agency, created the campaign. 

“We believe January is a farce, laden with mantras and affirmations that are pleasant for three weeks, but never push you further,” Will Mayer is Equinox vice president, executive creative director. said. “Equinox is not buying in. Equinox exemplifies the belief that life is forged at the extremes, and because we are for people who constantly push themselves to those extremes, we can’t in good conscience support the ‘new year, new me’ movement that happens every January.”

It also indicates a change in “photographic campaigns to monochromatic messaging that challenges and questions the norms of the wellness industry,” Mayer stated.

Brian Collins, who reportedly worked on the idea, said its purpose was to promote commitment and push aside new year resolutions that don’t last. 

“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 beginning of the year is when gym memberships tend to rise, but the fitness group seemed to be unwilling to capitalise on this annual trend. 

International Health, Racquet & Sportsclub Association reported January accounts This represents 12% of all new gym membership sign-ups. Half of new gym members quit within six months. 

The pandemic caused massive losses when restrictions were placed on gyms and sports clubs.

In August 2008, 22% of gyms were open. shut According to the National Health & Fitness Alliance, (NHFA), they will not be able to open their doors again. The industry also suffered a loss of more than $29 million in revenue due to the pandemic.