Equinox, a fitness company, is on the receiving end of attacks following a day-long campaign to lock out new clients. This was to avoid those clients who hit the gym on the new year and then give up soon afterward.
Equinox had the message “We Don’t Speak January” was featured prominently on the company website.
Equinox informed the members of the public that they were not signing up new clients on January 1. They said that January is a “fantasy delivered to your door in a pastel-colored box.”
According to the fitness company, life does not start at the start of the year. The company’s campaign met a lot of negativity online. One person called the campaign “super cringe and pointless,” and another online user said that “I hate equinox for many reasons, but this is definitely a new low.”
According to Brian Colins, the campaign by Equinox was aimed at driving dedication to the brand. It was also aimed to “snub short-term resolutions.”
It was indeed a polarizing campaign.
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