Equinox’s ‘We Don’t Speak January’ campaign sparks outrage, bans people from joining on New Year’s
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Luxury fitness company Equinox has sparked outrage online after launching a bizarre campaign called ‘We’re Not Talking About January’, in which the high-priced gym chain barred new members from joining on New Year’s Day.
The brand explained on its social media that it wouldn’t allow people to sign up on January 1 because it didn’t want to “support the ‘new year, new me’ movement that happens every January.”
“We’re for the people who constantly push themselves to those extremes,” he added.
The end of the year is a time to reflect on the past 12 months, assess what you want to change in your life, and set goals for 2023, and many people often decide they want to live a healthier lifestyle in the new year.
Equinox has sparked fierce outrage online after launching a bizarre campaign called “We’re Not Talking About January,” which barred new members from joining the pricey gym on New Year’s Day.
The brand explained on social media that it wouldn’t allow people to sign up on January 1 because it didn’t want to “support the ‘new year, new me’ movement that happens every January.”
There’s typically a spike in gym memberships during the month of January, and some of them end up canceling soon after, but Equinox wants you to “make your resolutions elsewhere.”
‘We are not accepting new memberships today. It’s not you, it’s January,” said a message on his website on January 1 if you tried to apply for a membership.
‘January is a fantasy, delivered to your door in a pastel box. Talk about change.
You need a new outfit before you can start. Shortcut, resigning only a few weeks later.
‘You’re not a New Year’s resolution. Your life does not 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 moderation. We want it all, every day. And you deserve it all.
‘You’re not a New Year’s resolution. Your life does not start at the beginning of the year. And that’s not what being part of Equinox is about,’ he added on his website.
In a now-deleted TikTok video, Equinox said it wants you to “make your resolutions elsewhere.”
The brand added: ‘January is a fantasy. Talk about change. You need a new outfit before you can start. Shortcut, resigning just a few weeks later’
‘At Equinox, we don’t talk about January, and neither do you. We look forward to welcoming you to our Equinox community tomorrow.’
According to a 2019 poll conducted 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 take place in January and that 50 percent of new members stop going within six months.
Besides, exercise.com said 67 percent of gym memberships go unused.
Many people were unhappy with Equinox’s new campaign and took to Twitter to criticize the gym brand, with one user calling it “the most horrible push-up in New Year’s history.”
“If anyone wants to have a goal on January 1 that will make them healthier, stronger, and live longer, they should be rooting for it, not stomping on it,” someone else wrote.
‘Start your goal whenever you want people! Do what works for you, even if it’s January 1st.
‘This is insufferable, but how insufferable is your brand… well done. I’m sure many people who hate themselves and chase an empty feeling of superiority will find this campaign very interesting,” another person said.
Many people were unhappy with Equinox’s new campaign and took to Twitter to criticize the gym brand, with one user calling it the “most horrible flex in New Year’s history.”
“Reeks of pretentiousness and elitism,” read a fourth tweet. “Go to an @AnytimeFitness where everyone is welcome and appreciated.”
Others called it ‘trash’, ’embarrassing’ and ‘insensitive’, while another person said the ‘people behind’ the campaign should be ‘fired’.
“Time for a boycott,” said another angry user, while someone else added: “You guys failed more than anyone who starts and fails, at least they started.” You just finished.
‘You should be ashamed of yourselves,’ another person wrote. ‘People can start their weight loss journey any time of the year! At least they are doing something!
‘What kind of BS? Are they denying people who want to change their lives?’ another user asked.
‘Other gyms will welcome these people with open arms. This is an unbelievably bad look. You should be ashamed.’
As of January 2, the company is accepting new members once again. It costs $382 a month to access their gyms around the world.
DailyMail.com has contacted Equinox for comment.
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