IDEA: Get Equinox to stop membership sign-ups (online and in person) on the most important day of the year for any gym, January 1st.
Historically, 70% of people who do sign up for gyms in January often do so out of guilt, and worse, cease their gym visits within weeks.
Equinox, however, is a brand for the committed. Of those who sign up 95% are still members a year later and they average 2.8 visits a week.
And so, on January 1st, 2023, the “WE DON’T SPEAK JANUARY” idea appeared in newspapers, online and out-of-home around the United States.This idea about Equinox’s commitment to its belief in “commitment” broke all kinds of records.
