Gym Enthusiasts Disgusted By Equinox Gym 'We Don't Speak January' Ad

Equinox gym is keeping up that snobby mindset and further alienating potential gym-goers with their new offensive ad. Fitness enthusiasts are fighting back.

The popular gym boldly advertised that they weren’t taking in new members in the month of January. They stated that January gives people false hopes and they apparently don’t want anyone in their clubs like that.

“It’s not you, it’s January” the brand captioned their post informing newcomers to not waste their time signing up for their luxury gym this month. The post was accompanied by a photo of printer paper taped to a white background, it reads.

“January is a language we don't understand. A fantasy delivered to your door in a pastel-colored box. 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.”

Then again, in big bold font at the bottom of the page, it reads. WE DON'T SPEAK JANUARY.

EQUINOX IT'S NOT FITNESS. IT'S LIFE.

The message was heard loud and clear and many had a message back for Equinox and their attempt to “body shame” people who didn’t sign up for a gym before the new year began.

“Healthy lifestyles require a healthy atmosphere & healthy language. This post is not the flex y’all think it is. Get your marketing & social team together. The exclusionary & elitist language is antiquated. This makes no room for folks who do want come in hoping to change their lifestyle, be it on January 1st or on August 22nd. But y’all clearly know that,” commented one informed follower.

“This is not as clever as your advertising team thinks it is,” pointed out a bothered follower.

"Well isn’t this incredibly tone deaf. A fitness company (esp of your size) should be encouraging fitness-related resolutions and put more focus on RETAINING the members they get in January rather than shaming/deterring folks who can’t “commit” the way you want them to. People can decide whenever they want to, to change their lives and better themselves. This company has a reputation of tailoring themselves to pretentious, out of touch individuals and this marketing strategy is certainly perpetuating that perspective.”

The company was so passionate about their movement that they post not one, not two, but three advertisements telling people to newbies to stay away all of January. Now, they aren’t totally banning newcomers, but the approach comes off as bad karma for a company that is focused on self-improvement at all levels.

However, the brand did have quite a few people who agreed with the method. “Anyone waiting for January to get in shape is perpetually out of shape. The best time to get in shape is 10 years ago. Second best time is today. Not January, not tomorrow, it’s NOW! #ItsNotFitnessItsLife,” wrote an enthusiastic follower.

“It’s a high end gym so those who don’t like rules can afford to go elsewhere, I actually agree with them. People who are serious about working out have been dedicated all year round can’t even get to machines come Jan 1 until about the end of February,” agreed another.

“I honestly agree with this approach! Lol That January gym rush overwhelms workers and skews revenue forecasts for the rest of the year. I appreciate them catering to the tried and true members who were with them “shooting in the gym” all year long! 🤷🏾‍♀️🤝”

Do you agree with Equinox’s approach?