Equinox Champions the Anti-Resolution

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The start of January is just like the Superbowl for health and wellness manufacturers.

12 months after 12 months shoppers set targets to type more healthy habits within the new 12 months and 2023 is not any exception. In response to Statista’s Top New Year’s Resolutions Survey, 52% of American adults need to train extra, 50% hope to eat more healthy, and 40% wish to shed weight this 12 months. 

You’d suppose health manufacturers could be going all-in to capitalize on this momentum, proper? Nicely, upscale health chain Equinox had different plans.

On January 1, Equinox up to date the corporate web site and shared controversial social posts claiming the corporate “Doesn’t Communicate January” and isn’t permitting new members to affix in the course of the month to prioritize those that are devoted to health year-round.

The assertion has been controversial, with some shoppers criticizing the model for shaming these firstly of their wellness journey and being exclusionary.

Studying via the tweet replies left me questioning: can we actually count on an organization that fees upwards of $330 per thirty days for membership dues to be the poster little one for inclusivity?

New 12 months’s resolutions, particularly these geared in the direction of health, have a foul status as a result of so few people achieve them. Many consider those that don’t obtain their resolutions fail as a result of they aren’t motivated sufficient to keep it up when in actuality it’s actually because folks don’t have the instruments, sources, and help they should make lasting adjustments.

As a shopper, frequent year-round gym-goer, and former health skilled, I couldn’t assist however roll my eyes and disagree with Equinox discouraging new members from becoming a member of in January.

As a marketer, I may see the messaging from Equinox did precisely what it supposed to do — create a viral second that acquired folks speaking (we all know the model is no stranger to controversy).

If the aim of a model is to assist folks stay more healthy lives, forming the behavior of train ought to be inspired year-round particularly when folks really feel motivated and excited to take action. However I’d argue that isn’t the first aim of Equinox.

As a substitute, the aim is to promote a way of life that prioritizes upscale experiences and social standing, not accessible wellness options.

When exclusivity is a part of a model’s ethos, unique messaging could also be disappointing however is in the end on-brand. 

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