‘We don’t speak January’ was the mantra chosen by premium fitness chain Equinox in an attempt to stand out from the onslaught of new year marketing campaigns enthusiastically vying for the attention of potential customers.

The New York-based gym announced that it would not be accepting new membership applications received on 1st January, 2023. 

One of the campaign’s messages on countrywide billboards read ‘January promises and doesn’t deliver, we don’t speak January.’

A less abridged version on social media read ‘January is a fantasy, delivered to your door in a pastel coloured box. It talks about change. It wants you to start something when you should be in the middle of it. It thinks time is on its side. It needs a new outfit before it can begin. Stalling, short-cutting, giving up.’

The campaign got the internet huffing and puffing and working up a sweat as various online news publications, marketing websites and content aggregators rushed to sink their teeth into the story.

Social media users were quick to criticise the chain for ‘shaming’ people who wanted to start the new year on a healthy note while some pointed out that the messaging was not inclusive and labelled it ‘tone deaf’ and ‘gross’.

Though seemingly outnumbered, there were netizens who commended Equinox’s campaign with one user referring to it as ‘Super bold, super smart, strategically aligned with their brand.’

According to the originators of ‘We don’t do January’, the intended message has a deeper, overlooked meaning.

The campaign was developed with brand experience design company Collins. Brian Collins, Co-Founder and Chief Creative Officer, said that the concept was to challenge or ‘snub short-term resolutions.’

(According to an International Health, Racquet & Sportsclub Association (IHRSA) report, 12% of all new gym memberships happen in January and most gyms lose half of their new members within six months.)

Equinox Vice President and Executive Creative Director Will Mayer’s comment echoes that of the agency when he said that the intention was to question the ‘norms of the wellness industry.’

Whether or not the fitness company’s marketing division has dropped the exercise ball at the very start of 2023 is left to be seen. However, Equinox has achieved one aspect of what it set out to do through this campaign. Stand out.

Sources:

• Complex, Equinox Opted Out of People’s New Year’s Fitness Resolutions by Not Accepting New Members on Jan. 1
• Finances Online, 87 Gym Membership Statistics You Must Learn
• STYKU, What is IHRSA and how do they help fitness centers?
• Google Search Results, Equinox we don’t speak January
• Collins, We are Collins