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Equinox is facing criticism for turning up its nose at New Year’s resolutions.
The luxury fitness club launched its "We Don’t Speak January" campaign on Jan. 1, 2023, announcing that the gym will not be accepting any new memberships for the first day of the year.
"It’s not you, it’s January," the notice from Equinox said on its website.
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"January is a fantasy, delivered to your door in a pastel-colored box," the company's message also said.
"It talks about change. It needs a new outfit before it can begin. Short-cutting, giving up just a few weeks later."
"You are not a New Year’s resolution. Your life doesn’t start at the beginning of the year. And that’s not what being part of Equinox is about," the message continued.
"We go beyond what’s possible. We defy expectations. We are not moderation. We want it all, every day. And you deserve it all."
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The notice wrapped up with comments that Equinox doesn’t "speak January" — "and neither do you"
"We look forward to welcoming you to our Equinox community tomorrow," Equinox wrote.