Lifestyle

Equinox's bizarre We Don't Speak January campaign sparks outrage

‘Take your resolutions elsewhere’: Pricey gym chain Equinox sparks FURY with baffling ‘We Don’t Speak January’ campaign that BANNED new members from joining on New Year’s Day

  • The brand said it didn’t want to support the ‘new year, new me’ movement
  • The fitness company added that it’s not for those who will ‘give up weeks later’
  • It encouraged people to ‘take their resolutions somewhere else’
  • Many people slammed Equinox’s new campaign on Twitter, branding it ‘cringe’, ’embarrassing’, and insensitive
  • IHRSA reported in 2020 that 12 per cent of all gym sign-ups happen in January, and that 50 per cent of new members stop going within six months 

Luxury fitness company Equinox has sparked outrage online after launching a bizarre campaign called ‘We Don’t Speak January’ – which saw the high-priced gym chain banning new members from joining on New Year’s Day.

The brand explained on its social media that it wasn’t letting people sign up on January 1 because it didn’t want to ‘support the “new year, new me” movement that happens every January.’

‘We are for people who constantly push themselves to those extremes,’ it 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 Don’t Speak January’ – which banned new members from joining the pricey gym on New Year’s Day


The brand explained on social media that it wasn’t letting people sign up on January 1 because it didn’t want to ‘support the “new year, new me” movement that happens every January’

There’s usually a spike in gym memberships during the month of January, and some of them end up canceling soon after – but Equinox wants you to ‘take your resolutions somewhere else.’

‘We’re not accepting new memberships today. It’s not you, it’s January,’ a message on its website read on January 1 if you tried to apply for a membership.

‘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.

‘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.

‘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,’ it added on its website

In a now-deleted TikTok video, Equinox said it wants you to ‘take your resolutions somewhere else’

‘The brand added: ‘January is a fantasy. It talks about change. It needs a new outfit before it can begin. Short-cutting, giving up just a few weeks later’ 

‘At Equinox, we don’t speak January – and neither do you. We look forward to welcoming you to our Equinox community tomorrow.’ 

According to a 2019 survey conducted by NPR and The Marist Poll, 13 per cent 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 per cent of all gym sign-ups happen in January, and that 50 per cent of new members stop going within six months.

In addition, Exercise.com said that 67 per cent of gym memberships go completely unused.

Many people were unhappy with Equinox’s new campaign and took to Twitter to slam the gym brand, with one user calling it the ‘cringiest flex in New Year’s history.’

‘If someone wants to have a goal on January 1 that’s going to make them healthier, stronger, and live longer, you should encourage it, not stomp on them for it,’ wrote someone else.

‘Start your goal whenever you want people! Do what works for you, even if it is January 1.’

‘This is insufferable, but since insufferable is your brand… well done. I’m sure lots of self-loathing people chasing an empty feeling of superiority will find this campaign very cool,’ said another person. 

Many people were unhappy with Equinox’s new campaign and took to Twitter to slam the gym brand, with one user calling it the ‘cringiest flex in New Year’s history’

‘It reeks of pretentiousness and elitism,’ read a fourth tweet. ‘Go to an @AnytimeFitness where all are 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 angered user, while someone else added, ‘Ya’ll failed bigger than anyone who starts and fails – at least they started. You just ended.’

‘You should be ashamed of yourselves,’ wrote a different person. ‘People can start their weight loss journey any time of the year! At least they’re doing something!’

‘What kind of BS? Y’all are denying people wanting to change their life?’ asked another user.

‘Other gyms will gladly welcome these people with open arms. This is an incredibly 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 its gyms all over the world. 

DailyMail.com has contacted Equinox for comment. 

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