Yahoo Finance Live anchors discuss Equinox gym’s latest campaign for the new year.
SEANA SMITH: Losing weight is one of the more popular New Year’s resolutions, but Equinox didn’t want your New Year’s Day sign-up. You heard that right. The company launching a new campaign with the slogan, quote, “We don’t speak January.” Now, as part of that campaign, they didn’t let new members join on the 1st of January. In a tweet that you’re looking at right now, the company listing reasons why it doesn’t speak January.
Now among this, January is, quote, “a fantasy delivered to your door in a pastel-colored box.” It wants you to start something when you should already be in the middle of it. And it needs a new outfit before it can begin. It goes on to end, Dave, stalling, shortcutting, giving up. I’m on Equinox website right now. And it still states, at the very top, “January promises and doesn’t deliver. We don’t speak January.” An interesting marketing concept. Maybe it pays off. Bizarre, but I like it.
DAVE BRIGGS: A lot of people hated it.
SEANA SMITH: Yeah, a lot of people hated it.
DAVE BRIGGS: And on social media, were very, very critical of it. Unfortunately, we tend to agree on this, as we do a lot of things. Look, Equinox members are not your everyday average fitness members. They’re not Planet Fitness members. They are hardcore, I would describe them. And I don’t think they’d be offended by that. So therefore, I think this really works for their core market, the type of people that join Equinox.
And believe me, it was just one day where they wouldn’t allow new signups. They weren’t really turning you away, but it does speak to, we don’t want the amateurs. We don’t want the rookies. We don’t want the New Year’s resolution crowd here that packs this gym in January and then goes away. 52% of Americans choose exercise more as their New Year’s resolution. 40% say they want to lose weight. That’s not who they want. That’s not my type of New Year’s resolution. Is that ever yours?
SEANA SMITH: Well, you know, I have to be honest. This year, since I do have two young kids, one of my New Year’s resolutions was I wanted to be more, I guess– I work out, but it’s not always with consistency, right, in terms of the number of days of the week. So it’s not like I’m totally changing. I just want to be a little bit more consistent.
DAVE BRIGGS: We’re going to talk to the Equinox president about this tomorrow.
SEANA SMITH: Yeah, I think it makes sense. I wouldn’t just join for a day and quit.
DAVE BRIGGS: OK, good.
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Equinox gym launches ‘We Don’t Speak January’ campaign – Yahoo Finance
