Equinox bans new members on January 1, leading to criticisms of 'shaming' and praise of 'bold' strategy
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.The decision drew criticism and praise on social media, with some accusing the company of"shaming" people trying to start the year with healthier habits. Others called it"exclusionary" and"gimmicky." Others praised the company for sticking to its brand values.
"Super bold, super smart, strategically aligned with their brand," wrote marketing and digital strategy professional Jess Smith, on Twitter.
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