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Photo: Design elements: Getty Images. Collage: Cassie Basford.
The high-priced gym chain came under fire for launching a day-long “We Don’t Speak January” campaign where new clients were forbidden from signing up for a membership. That’s right—people who visited the Equinox website on January 1 were greeted with this message, “It’s not you, it’s January.”
Courtesy of Equinox
The campaign feels belittling to those looking to form healthier lifestyle habits, while simultaneously seems like pandering to their current members who are already in a consistent workout routine. To me, it comes off as elitist.
And to be clear, we atEatingWelldon’t love implementing strict New Year’s resolutions either. They can lead to shame, guilt and burnout before even reaching the end of January. Adopting the mindset of “new year, new you” implies that something was wrong with you to begin with, which is far from the truth.
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