Equinox Champions Resolve

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Upscale fitness brand Equinox endorses an anti-resolution message

The beginning of January is like the Superbowl for fitness and wellness brands.

Year after year, consumers set goals to create healthier habits in the new year, and 2023 is no exception. according to Statista Top New Year’s Resolutions Survey52% of American adults want to exercise more, 50% expect to eat healthier, and 40% want to lose weight this year.

You would think that fitness brands would do everything possible to capitalize on this momentum, right? Well, upscale fitness chain Equinox had other plans.

On January 1, Equinox updated the company’s website and shared controversial social posts claiming that the company “does not speak January” and was not allowing new members to join during the month, which is a year-round event. Dedicated to fitness.

The statement has been controversial, with some consumers criticizing the brand for shaming and ostracizing them at the beginning of their wellness journey.

Reading the replies to the tweet made me wonder: do we really expect a company that charges upwards of $330 per month for membership dues to be a poster child for inclusivity?

New Year’s resolutions, especially those geared toward fitness, have a bad reputation because it’s some people get them, Many people believe that people who don’t achieve their resolutions fail because they aren’t motivated enough to stick with it, when in fact this is often because people don’t have the will to make lasting change. do not have the necessary tools, resources and support to

As a consumer, year-round gym goer, and former fitness professional, I couldn’t help but roll my eyes and disagree with Equinox discouraging new members from joining in January.

As a marketer, I could see that Equinox’s message did exactly what it intended to do – create a viral moment that got people talking (we know the brand no stranger to controversy,

If a brand aims to help people lead healthier lives, then the habit of exercise should be encouraged throughout the year especially When people feel inspired and excited to do so. But I would argue that is not the primary goal of the equinox.

Instead, the goal is to sell a lifestyle that prioritizes upscale experiences and social status, not accessible wellness solutions.

When exclusivity is part of a brand’s ethos, exclusive messaging can be frustrating but ultimately the brand is on board.

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