Upscale health club Equinox went against the grain with its New Year’s marketing stunt that was centered around not allowing people to sign up on Jan. 1.
Equinox’s website declared that “We don’t speak January” when potential new members visited the page on New Year’s Day.
“We’re not accepting new memberships today,” the luxury gym stated. “It’s not you, it’s January.”
The advertisement went on to call January a “fantasy delivered to your door in a pastel-colored box” that “talks about change” and “needs a new outfit before it can begin,” but ultimately brings about “short-cutting, giving up just a few weeks later.