Hip gym chain Equinox is being criticized by customers for replacing a much-loved range of changing room products with a new collaboration.
The fitness group announced Wednesday that it would be joining forces with Grown Alchemist to offer a new line of skin care and shower products.
“Investing in the performance of our members, inside and out,” the company wrote on X, formerly Twitter, accompanied by a flashy promotional video.
However, the news angered gym-goers, who demanded Equinox bring back its old range of Kiehl’s products – with many criticizing the blatant collaboration.
‘The new stuff is so unbelievably bad. It’s so clearly a cost-cutting maneuver,” one netizen raged. ‘Will you at least give me a discount on my membership? We all know you save money by ditching Kiehl’s.”
Customers are raving about high-end gym chain Equinox for replacing its shower product offering with a partnership between the fitness company and a new brand
Although some of the beloved Kiehl’s products are cheaper than the new Grown Alchemist line, gym-goers complain that the quality has declined. Left: Kiehl’s Body Cleanser, $32/500 ml; right, Grown Alchemist body wash, $48/500 ml
While membership costs vary depending on location, a pass to all 107 Equinox clubs worldwide runs $405 per month (photo: Hudson Yards rooftop pool)
Another user denounced the ‘overnight change’ and ‘weak marketing push’, while in the same breath condemning the products as ‘unacceptably bad’.
Customers claimed that the new products did not rub into their skin and cause irritation. One woman compared a rose-scented body lotion to “grandma’s perfume” and “a citronella candle.”
To make matters worse, some users pointed out that the fitness company was offering the new toiletries on its website.
Each item comes with a hefty price tag, with the most expensive product – a ‘skin renewal serum’ – costing a whopping $72 for a 25 milliliter bottle.
While Equinox has not yet commented on why it made this change, customers have spoken out in the past about taking advantage of their unfettered access to the luxury products.
In a video that was viewed more than 3 million times just days after it was uploaded in September, a shopper filmed herself wiping on some moisturizer from the dressing room.
The woman pulled an empty Kiehl’s container from her purse and refilled it with product from a large bottle in the bathroom — “because my $300 gym membership gets me this, so why would I buy a new one?”
Following the announcement, some customers expressed disappointment that their days of taking free refills had come to an end.
‘How can I top up my monthly Crème de Corps?’ one patron complained, referring to the popular Kiehl’s body lotion.
Customers complained that the new products didn’t rub into their skin and caused irritation, with one likening the scent of a body cream to ‘a citronella candle’
Equinox stocked its locker rooms with Kiehl’s skin care and shower products before announcing the change on May 15
“Investing in the performance of our members, both indoors and outdoors,” the expensive fitness club claimed on social media
While it’s unclear why the company made this change, gym-goers have spoken out in the past about removing free refills of Kiehl’s products from the locker room
Equinox recently announced a $40,000 per year membership aimed at extending longevity
While membership costs vary in price depending on location, a pass to all 107 Equinox clubs worldwide will set customers back $405 per month, or just under $5,000 per year. Upon registration there is a 12-month commitment.
The brand is known for its gyms that cater exclusively to the wealthy, but Equinox recently announced an even more expensive fitness option.
Earlier this month, the company partnered with lab testing startup Function Health to launch a $40,000 annual membership.
The program, called “Optimize by Equinox,” is designed to “extend longevity” through personal training, nutrition plans, massage therapy and sleep coaching.
DailyMail.com has reached out to Equinox for comment.