Equinox Under Fire for Banning New Members on New Year’s Day

Fitness business Equinox is catchin’ heat online after introducing a day-long project to lock out newbies, blasting that all too typical New Year’s resolution — struck the health club, and after that rapidly quit.

Those seeking to begin 2023 off with a bang would’ve been met a message to stop you in your tracks … that is, if you attempted getting an Equinox subscription — due to the fact that the business’s “We Don’t Speak January” project was plastered all over its website.

Equinox stated it wasn’t registering new customers on January 1, calling the month a “fantasy delivered to your door in a pastel-colored box.”

The business states life does not begin at start of the year — and neither does Equinox, obviously.

An fascinating principle … however one that was met negativeness online. One prospective customer called the project “super cringe and pointless,” and another stated, “I hate equinox for many reasons, but this is definitely a new low.”

The point of the project was to drive commitment to the brand name, according to Brian Collins — who worked on the principle … as a method to “snub short-term resolutions.”