We Speak January - Our Response to Equinox

Equinox might not speak January, but we sure do!

As two coaches who previously worked for Equinox at multiple locations, we felt like it was our responsibility to respond to the marketing campaign that Equinox started sharing January 1st.

You may have seen it, especially because it is receiving a lot of negative feedback. And that is because it supports a very negative mindset. 

If the heart of your marketing campaign is based on shaming people for starting something or for being a beginner, does it really have any heart at all? Especially when the gym is already an intimidating space for a lot of people.

So what do you think about the campaign? Is it simply a well intentioned - yet poorly executed and misunderstood - marketing campaign? Or is it perfectly understood, and elitism is what they are advertising?

We believe that when it comes to the fitness and health community, as coaches and leaders, we have to create an environment that is a safe space for all people; people who are beginners, who are returning to health, who are striving to better themselves. And that might start on January 1st.