Equinox bans new members on January 1, leading to criticisms of 'shaming' and praise of 'bold' strategy

Jan 2 2023 by Business Insider

 
The outside of an Equinox

John Lamparski/Getty Images

The high-end fitness chain Equinox did not accept new members on January 1. "January is a language we don't understand," the company said on social media.  The decision got mixed reviews, with some saying it "shames" people trying to start new habits.

The high-end fitness chain Equinox did not accept new members on January 1, a day when many try to jumpstart resolutions by heading to the gym.

"January is a language we don't understand," the...

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