Every new year, gyms across the country look forward to the influx of membership sign-ups as people set their goals and resolutions to get more fit and healthy for the upcoming year, but not Equinox.
The luxury fitness company’s “We don’t speak January” marketing campaign is causing much uproar as the company has stopped accepting new customers for the first month of the year.
“A fantasy, delivered to your door in a pastel colored box,” said the company on its social media accounts. “It talks about change. It wants you to start something when you should be in the middle of it. It thinks time is on its side. It needs a new outfit before it can begin. Stalling, short-cutting, giving up.”
The move is seemingly unappealing to many of the company’s social media followers, but at the same time, it is being welcomed by its existing clientele.
While an influx of membership sign-ups in January means more reoccurring revenue for gyms, it often compromises the customer experience they provide. After all, how many times leading up to the new year have you dreaded the influx of people and how long would you have to wait for the squat rack or Stairmaster?
With its latest campaign, it has become clear that as a luxury fitness company, Equinox wants to stay true to the definition of luxury: extravagant and hard to obtain.
The gym’s memberships typically start around $200 to $300 per month, depending on the location, and it gives access to unlimited classes, personal training, spa treatments, and more. To date, the company has 106 club locations across the U.S. and Canada.
Photo credit: Equinox