Gym Brand Equinox Controversially Declines New Years Resolution Gym Beginners

The gym brand Equinox, which prides itself as being a lifestyle brand focused on health and going to the gym, has recently attempted a viral marketing stunt by refusing new sign-ups for those looking to start their cliche New Year's Resolutions by working out.

New Year's Day, via the usual custom of making resolutions, often finds itself as one of the busiest periods for people to join gyms, with many fitness locations running new user programs and deals during that time.

It’s not you, it’s January. #ItsNotFitnessItsLife pic.twitter.com/Bg6lBnSUR2

— Equinox (@Equinox) January 1, 2023

This is what especially made Equinox's contentious decision make waves, as it took one of the busiest days of the year off on what it called principal. This, perhaps surprisingly, was very well received by the Equinox-enjoyers, who were apparently happy to not have "Annoying Gym Newbies" start up because of their resolutions.

Equinox is low key savage to resolutioners and I’m HERE FOR IT. pic.twitter.com/MME7V5tWWw

— Rustin (@rustincharles) January 1, 2023

"We don't speak January."

Equinox isn't accepting new memberships today.

Super bold, super smart, strategically aligned with their brand 👏 pic.twitter.com/abLjFNDjop

— Jess Smith (@WarJessEagle) January 1, 2023

‘We don’t speak January’ is great from @Equinox – rejecting new memberships today because they see fitness as a long-standing lifestyle not a reactive resolution. Whether you agree, it’s bang on brand and very smart. pic.twitter.com/M3246Es6bu

— Alex Hesz (@alexhesz) January 2, 2023

However, this marketing campaign quickly came under fire among many users for multiple reasons.

First up, some people online were upset at the wording used and how by denying sign-ups they weren't helping people who might have legitimately wanted to change their life by going to the gym.

Secondly, the "manifesto" or "poem" as people called it began to get picked apart on Twitter, with several videos of people reading it popping up online as they add dramatic flair and treat it seriously.

New self-tape, reading for the part of Equinox’s weird poem about the month of January pic.twitter.com/EqUFdLKMcx

— Carey O'Donnell (@ecareyo) January 2, 2023

Equinox turning away new members on January 1st doesn’t seem like a great idea. But congrats to whoever sold this idea. I’m sure it will win lots of awards and business for other gyms. pic.twitter.com/cpnVuBywKl

— Casey Stegman (@cstegman) January 2, 2023

lmao equinox new campaign basically saying “y’all lazy for this resolution bullshit” is so tone deaf it’s gross pic.twitter.com/X7DQdOl3JQ

— Joe Holder (@JoeHolder_) January 2, 2023

Luxury gym Equinox under fire after launching campaign announcing that they banned new members on January 1:

“we are for people who constantly push themselves to those extremes, we can’t in good conscience support the ‘new year, new me’ movement that happens every January.” pic.twitter.com/ftnkbyoes2

— Pop Crave (@PopCrave) January 2, 2023