Social Media Reacts to Equinox's 'Not a New Year's Resolution' Campaign
Was Equinox's Jan. 1 New Year's resolution stunt brilliant or bitchy?
As reported by the New York Post, Equinox temporarily suspended sign ups for new memberships on the first day of the year to seemingly prevent the annual surge of people joining gyms to lose weight.
"It's not you, it's January," a message posted on Equinox's website read. "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."
However, social media is dividend on the meaning behind the message.
"No one who actually cares about fitness goes to Equinox. Rich people just have a biological need to waste money," one Twitter user tweeted.
Another user said, "Equinox gives such loser vibes."
Then another user called out the gym for preventing people from changing themselves. "Didn't realize a health club would be so vehemently against people trying to...checks notes...improve their health and well-being?" they wrote.
But still, some could the smarts in the marketing.
"Equinox isn't accepting new memberships today. Super bold, super smart, strategically aligned with their brand," a user tweeted.
By Jan. 2, memberships were back open, and new members could sign up for as much as $382 per month. The message was clear: Equinox doesn't believe in New Year's resolutions but the company does believe in money.