Equinox Champions the Anti-Resolution
Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.Â
The beginning of January is like the Superbowl for fitness and wellness brands.
Year after year consumers set goals to form healthier habits in the new year and 2023 is no exception. According to Statista’s Top New Year’s Resolutions Survey, 52% of American adults want to exercise more, 50% hope to eat healthier, and 40% are looking to lose weight this year.Â
You would think fitness brands would be going all-in to capitalize on this momentum, right? Well, upscale fitness chain Equinox had other plans.
On January 1, Equinox updated the company website and shared controversial social posts claiming the company “Doesn’t Speak January” and isn’t allowing new members to join during the month to prioritize those who are dedicated to fitness year-round.
— Violeta J. Rodriguez, MS² (@vjrodriguez33) January 2, 2023