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Equinox says no to ‘new year, new me’ memberships, consumers sound off

January 9, 2023

A letter posted to Equinox's Twitter on New Year's Day at 9:04 a.m. has managed to spark much controversy – and conversation – among members and nonmembers alike. Image credit: Equinox


Luxury fitness club Equinox is out with an aptly-titled experimental campaign exercise, as “We Don't Speak January” rubs some consumers the wrong way while proving to reach a level of resonance with others.

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