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Library/Campaign/Equinox: We Don’t Speak January
Grade B21 sourcesHIS-00581

Equinox: We Don’t Speak January

Campaign · 2023 · Notable

45Editable slideCertificate

Equinox barred New Year signups, then reported a 30% month-to-date sales increase.

Equinox

@Equinox · Jan 1, 2023

It’s not you, it’s January. #ItsNotFitnessItsLife

333155
Original · Equinox / COLLINS; concept developed with Will Mayer

Rustin

@rustincharles · Jan 1, 2023

Equinox is low key savage to resolutioners and I’m HERE FOR IT.

8512
Post · @rustincharles on X

Jess Smith

@WarJessEagle · Jan 1, 2023

"We don't speak January." Equinox isn't accepting new memberships today. Super bold, super smart, strategically aligned with their brand 👏

1.8K99
Post · @WarJessEagle on X

Joe Holder

@JoeHolder_ · Jan 2, 2023

lmao equinox new campaign basically saying “y’all lazy for this resolution bullshit” is so tone deaf it’s gross

17212
Post · @JoeHolder_ on X

Pop Crave

@PopCrave · Jan 2, 2023

Luxury gym Equinox under fire after launching campaign announcing that they banned new members on January 1: “we are for people who constantly push themselves to those extremes, we can’t in good conscience support the ‘new year, new me’ movement that happens every January.”

13.6K492
Post · @PopCrave on X

Carey O'Donnell

@ecareyo · Jan 2, 2023

New self-tape, reading for the part of Equinox’s weird poem about the month of January

1151
Post · @ecareyo on X

Alex Hesz

@alexhesz · Jan 2, 2023

‘We don’t speak January’ is great from @Equinox - rejecting new memberships today because they see fitness as a long-standing lifestyle not a reactive resolution. Whether you agree, it’s bang on brand and very smart.

334
Post · @alexhesz on X
It’s not you, it’s January. #ItsNotFitnessItsLife
@Equinox on X
Campaign typography and outdoor placements from the agency’s case study.
COLLINS / Equinox
Equinox is low key savage to resolutioners and I’m HERE FOR IT.
@rustincharles on X
"We don't speak January." Equinox isn't accepting new memberships today. Super bold, super smart, strategically aligned with their brand 👏
@WarJessEagle on X
lmao equinox new campaign basically saying “y’all lazy for this resolution bullshit” is so tone deaf it’s gross
@JoeHolder_ on X
Luxury gym Equinox under fire after launching campaign announcing that they banned new members on January 1: “we are for people who constantly push themselves to those extremes, we can’t in good…
@PopCrave on X
New self-tape, reading for the part of Equinox’s weird poem about the month of January
@ecareyo on X
Equinox | Equinox - We Don't Speak January
The One Club
‘We don’t speak January’ is great from @Equinox - rejecting new memberships today because they see fitness as a long-standing lifestyle not a reactive resolution. Whether you agree, it’s bang on…
@alexhesz on X
Equinox’s anti-New Year’s resolution campaign causes social media uproar: Take it 'somewhere else'
Fox Business
Gym Brand Equinox Controversially Declines New Year's Resolution Gym Goers, Says It's Not Accepting Memberships
Know Your Meme
Jeff De Korte, chief marketing officer at Equinox
Fortune

Spread Score

How it works
Reach59Contagion35Breadth50Velocity51Longevity1545

Numbers

COLLINS claimed earned impressions; conflicting total
2.4B
As of Oct 14, 2026 · Self-reported · COLLINS
Peak date
Week of Jan 2, 2023
Jan 1 ’23 to Week of Jan 2, 2023
Platforms
5
Started on X
Origin
Mixed
Health & fitness

Mechanics

  • Controversy
  • TransgressionPrimary
  • Response chain
  • Platform jump
  • Press loop

How it spread

Trace the origin

Equinox blocked new memberships on New Year’s Day alongside paid ads and a manifesto. X and TikTok users argued over its message; a parody and television coverage followed. Equinox later claimed record traffic and higher January sales.

Dates use the stated precision; chart positions are date anchors.

Google searchesDec ’22Jan ’23FebMarAprMayPeakXPressTikTokOpen webTV
XPressTikTokOpen webTV

13 more events on this chart

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Timeline (16)

  1. January 2023

    Equinox seed · Jan 1 ’23

    Equinox posted its January manifesto and refused new memberships for New Year’s Day.[1][2]

    It’s not you, it’s January. #ItsNotFitnessItsLife
    Open the first post ↗

  2. The Drum press · Jan 1 ’23

    The Drum reported the launch with outdoor ads, a New York Times full-page ad and paid social.[2]

  3. @progressbypaige and Nathan Tsuji platform jump · Jan 1 ’23

    Two TikTok creators criticized the ban and called on Equinox to welcome people trying to get healthy.[3]

    Equinox’s anti-New Year’s resolution campaign causes social media uproar: Take it 'somewhere else'
Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 1 source
  2. 2026-10-14Added: 16 events, 20 sources · Score 45 · Fact-check passed (36 claims)
Origin
Mixed
Sector
Health & fitness
Region
US
COLLINS claimed earned impressions; conflicting total
2.4B
As of Oct 14, 2026 · Self-reported · COLLINS
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Google searchesDec ’22Jan ’23FebMarAprMayPeakXPressTikTokOpen webTV
XPressTikTokOpen webTV

13 more events on this chart

Join free to see them

  1. January 2023

    Equinox seed · Jan 1 ’23

    Equinox posted its January manifesto and refused new memberships for New Year’s Day.[1][2]

    It’s not you, it’s January. #ItsNotFitnessItsLife
    Open the first post ↗

  2. The Drum press · Jan 1 ’23

    The Drum reported the launch with outdoor ads, a New York Times full-page ad and paid social.[2]

  3. @progressbypaige and Nathan Tsuji platform jump · Jan 1 ’23

    Two TikTok creators criticized the ban and called on Equinox to welcome people trying to get healthy.[3]

    Equinox’s anti-New Year’s resolution campaign causes social media uproar: Take it 'somewhere else'

  1. platform jump · Jan 1 ’23

  2. backlash · Jan 1 ’23

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Why it worked

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