Latest
issue
GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window I've already subscribed!
The Leisure Media Company Ltd
The Leisure Media Company Ltd
The Leisure Media Company Ltd
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
FITNESS, HEALTH, WELLNESS

Latest news

Equinox suspends member sign-ups in controversial new year membership campaign

Luxury fitness chain Equinox banned new members from joining on 1 January
Equinox joined forces with experience design company Collins on the advertising campaign
Will Mayer, Equinox’s VP of creative and brand and executive creative director said “Equinox is a lifestyle, not a trend”
Equinox owns more than 100 clubs in in the US, London and Canada

Luxury fitness chain Equinox has hit the headlines with a new year membership campaign that barred new members from joining on 1 January. “It’s not you, it’s January” read the caption published across its social media channels, which accompanied a poster with a message in poem format.

“January is a language we don’t understand,” it declared, describing the month as a “fantasy that wants you to start something when you should be in the middle of it”. “Why does January always want to start next week?” read the Equinox campaign boards.

“Equinox will not be accepting new members on new year's day,” said Will Mayer, Equinox’s VP of creative and brand and executive creative director. "January 1st is one of the largest sign-up days for fitness clubs as people prepare for a ‘new year new me’ – but for our members, it’s just another day.”

“You're not a new year’s resolution," continued Mayer. "Your life doesn’t start at the beginning of the year. And that’s not what being part of Equinox is about. Equinox is a lifestyle – not a trend. We speak the language of fanatical dedication. We don’t speak January.”

Equinox worked with strategy and experience design company Collins on the campaign. While it underlines the importance of fitness consistency, from an industry perspective it also takes an unusual stance against the industry’s all too familiar churn rates.

According to IHRSA the average health club has an attrition rate of 28.6 per cent – through this campaign Equinox identifies individuals who sign up on new year’s day as being among those most likely to drop out. Yet rather than encouraging sign-ups for revenue purposes, the company appears to reject this strategy. It even goes one step further, adding that: “It needs a new outfit before it can begin – stalling, short-cutting and giving up.”

The campaign was widely shared and the approach caused a stir among the public and from industry commentators regarding brand perception and campaign efficacy. “I don’t think it’s a particularly good business strategy,” commented Andy Greenaway, chief creative officer and founder of Australian creative agency Rumble on LinkedIn. “Feels like a gimmick . Doesn’t feel sincere. This could backfire spectacularly.”

Whereas Jonathan Anastas, chairman of the board at Alpha Metaverse Technologies in Canada, felt that brands try to cast the net too wide and that this strategy could be beneficial. “Equinox is not 24 hour Fitness,” he wrote. “It's US$250-US$500 a month and most gyms are US$50 a month. They only need to speak to a small sliver of the market and at that premium need to do everything possible to differentiate.”

Equinox operates over 100 full-service fitness clubs globally in the US, the UK and Canada and began accepting membership applications again on 2 January.

Luxury fitness chain Equinox hit headlines with its new year membership campaign that banned new members from joining on 1 January.
HAF,FIT,IND,PTS
2023/THUMB350688_162872_496568.jpg
Latest News
Planet Fitness has become the subject of a hate campaign by certain groups of consumers ...
Latest News
Recovery, social wellness and longevity were talking points at PerformX recently, tipped by many speakers ...
Latest News
Industry experts are gathering in Cologne for today's European Health & Fitness Forum (EHFF), followed ...
Latest News
Jason Worthy has been appointed group CEO of Myzone to lead the 'next stage of ...
Latest News
John Kersh has announced he is leaving boutique franchisor, Xponential Fitness, after eight years with ...
Latest News
Oxygen Consulting is about to launch its first UK Padel Report, which investigates this fast-growing ...
Latest News
Global publishing outfit, Leisure Media, has announced details of its new annual conference for decision-makers ...
Latest News
Portugese footballer, Cristiano Ronaldo, has launched a health and wellness app that harmonises advice on ...
HCM promotional features
Sponsored
Nuffield Health has 8,300 assets that are outside the original manufacturer’s warranty and are now being maintained by ServiceSport UK
HCM promotional features
Sponsored
The partnership between PureGym and Belfast-based supplier BLK BOX is transforming the gym floor
HCM promotional features
Sponsored
Francesca Cooper-Boden says health assessment services can boost health club retention
HCM promotional features
Sponsored
Operators, prepare to revolutionise the way members connect with personal trainers in your club, with the ground-breaking Brawn platform.
HCM promotional features
Sponsored
Epassi, a provider of workplace wellness benefits, is creating a fitter and more productive workforce, one membership at a time 
HCM promotional features
Sponsored
D2F had updated its brand styling to keep pace with business growth. MD, John Lofting and operations director, Matt Aynsley, explain the rationale
HCM promotional features
Sponsored
GymNation is pioneering the future of fitness with software specialist Perfect Gym providing a scalable tech platform to power and sustain its growth
HCM promotional features
Sponsored
University of Sheffield Sport has opened the doors of its flagship Goodwin Sports Centre following a major refurbishment
HCM promotional features
Sponsored
The New Keiser M3i Studio Bike brings ride data to life to engage and delight members
HCM promotional features
HCM magazine
New research has found BMI to be a highly inaccurate measure of childhood obesity, leading current thinking and policy based on it into question
HCM magazine
Egym has announced deals designed to position it for growth acceleration, as Kath Hudson reports
HCM magazine
Imposter syndrome about a promotion taught the CEO of SATS that behaving authentically is the most important part of leadership. He talks to Kath Hudson
HCM magazine
I would say those results, along with the team’s total lack of complacency – their desire to keep improving – have been the two big highlights of my first year
HCM magazine
Will Orr has been talking to HCM about the company’s new strategy for 2024, as Kath Hudson reports
Featured supplier news
Featured supplier news: Panatta to showcase innovation at major fitness and bodybuilding events in 2024
Panatta will consolidate its global presence throughout 2024 by attending a host of major industry events around the globe.
Featured supplier news
Featured supplier news: Webinar: Building a new energy future for the leisure sector
As one of the most energy-intensive industries in the UK, leisure facilities face a critical challenge in balancing net zero goals, funding and increased costs.
Company profiles
Company profile: PerformX Live
The unmissable business of fitness event. 21-22 March 2024. Tobacco Dock, London...
Company profiles
Company profile: ukactive
ukactive is the UK’s leading not-for-profit membership body for the physical activity sector, bringing together ...
Supplier Showcase
Supplier showcase - Jon Williams
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Greenwich Leisure Limited press release: ‘Better’ managers get a ‘taste’ for volunteering
The management team from ‘Better’ leisure centres in the Lewisham area is looking for local projects that need a helping hand.
Featured press releases
KeepMe press release: Gymnation appoints Keepme CEO Ian Mullane to board of directors
The fastest growing gym chain based out of the GCC has appointed Keepme’s CEO, Ian Mullane to its board of directors.
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Snowroom
TechnoAlpin SpA: Snowroom
Lockers
Fitlockers: Lockers
Cryotherapy
Art of Cryo: Cryotherapy
Spa software
SpaBooker: Spa software
salt therapy products
Saltability: salt therapy products
Property & Tenders
Loughton, IG10
Knight Frank
Property & Tenders
Grantham, Leicestershire
Belvoir Castle
Property & Tenders
Diary dates
22-24 Apr 2024
Galgorm Resort, York,
Diary dates
10-12 May 2024
China Import & Export Fair Complex, Guangzhou, China
Diary dates
23-24 May 2024
Large Hall of the Chamber of Commerce (Erbprinzenpalais), Wiesbaden, Germany
Diary dates
30 May - 02 Jun 2024
Rimini Exhibition Center, Rimini, Italy
Diary dates
08-08 Jun 2024
Worldwide, Various,
Diary dates
11-13 Jun 2024
Raffles City Convention Centre, Singapore, Singapore
Diary dates
12-13 Jun 2024
ExCeL London, London, United Kingdom
Diary dates
03-05 Sep 2024
IMPACT Exhibition Center, Bangkok, Thailand
Diary dates
19-19 Sep 2024
The Salil Hotel Riverside - Bangkok, Bangkok 10120, Thailand
Diary dates
01-04 Oct 2024
REVĪVŌ Wellness Resort Nusa Dua Bali, Kabupaten Badung, Indonesia
Diary dates
22-25 Oct 2024
Messe Stuttgart, Germany
Diary dates
24-24 Oct 2024
QEII Conference Centre, London, United Kingdom
Diary dates
04-07 Nov 2024
In person, St Andrews, United Kingdom
Diary dates

Latest news

Equinox suspends member sign-ups in controversial new year membership campaign

Luxury fitness chain Equinox banned new members from joining on 1 January
Equinox joined forces with experience design company Collins on the advertising campaign
Will Mayer, Equinox’s VP of creative and brand and executive creative director said “Equinox is a lifestyle, not a trend”
Equinox owns more than 100 clubs in in the US, London and Canada

Luxury fitness chain Equinox has hit the headlines with a new year membership campaign that barred new members from joining on 1 January. “It’s not you, it’s January” read the caption published across its social media channels, which accompanied a poster with a message in poem format.

“January is a language we don’t understand,” it declared, describing the month as a “fantasy that wants you to start something when you should be in the middle of it”. “Why does January always want to start next week?” read the Equinox campaign boards.

“Equinox will not be accepting new members on new year's day,” said Will Mayer, Equinox’s VP of creative and brand and executive creative director. "January 1st is one of the largest sign-up days for fitness clubs as people prepare for a ‘new year new me’ – but for our members, it’s just another day.”

“You're not a new year’s resolution," continued Mayer. "Your life doesn’t start at the beginning of the year. And that’s not what being part of Equinox is about. Equinox is a lifestyle – not a trend. We speak the language of fanatical dedication. We don’t speak January.”

Equinox worked with strategy and experience design company Collins on the campaign. While it underlines the importance of fitness consistency, from an industry perspective it also takes an unusual stance against the industry’s all too familiar churn rates.

According to IHRSA the average health club has an attrition rate of 28.6 per cent – through this campaign Equinox identifies individuals who sign up on new year’s day as being among those most likely to drop out. Yet rather than encouraging sign-ups for revenue purposes, the company appears to reject this strategy. It even goes one step further, adding that: “It needs a new outfit before it can begin – stalling, short-cutting and giving up.”

The campaign was widely shared and the approach caused a stir among the public and from industry commentators regarding brand perception and campaign efficacy. “I don’t think it’s a particularly good business strategy,” commented Andy Greenaway, chief creative officer and founder of Australian creative agency Rumble on LinkedIn. “Feels like a gimmick . Doesn’t feel sincere. This could backfire spectacularly.”

Whereas Jonathan Anastas, chairman of the board at Alpha Metaverse Technologies in Canada, felt that brands try to cast the net too wide and that this strategy could be beneficial. “Equinox is not 24 hour Fitness,” he wrote. “It's US$250-US$500 a month and most gyms are US$50 a month. They only need to speak to a small sliver of the market and at that premium need to do everything possible to differentiate.”

Equinox operates over 100 full-service fitness clubs globally in the US, the UK and Canada and began accepting membership applications again on 2 January.

Luxury fitness chain Equinox hit headlines with its new year membership campaign that banned new members from joining on 1 January.
HAF,FIT,IND,PTS
2023/THUMB350688_162872_496568.jpg

Latest news

Planet Fitness has become the subject of a hate campaign by certain groups of consumers
Recovery, social wellness and longevity were talking points at PerformX recently, tipped by many speakers
Industry experts are gathering in Cologne for today's European Health & Fitness Forum (EHFF), followed
Jason Worthy has been appointed group CEO of Myzone to lead the 'next stage of
John Kersh has announced he is leaving boutique franchisor, Xponential Fitness, after eight years with
Oxygen Consulting is about to launch its first UK Padel Report, which investigates this fast-growing
Elevate
Elevate
Panatta will consolidate its global presence throughout 2024 by attending a host of major industry
Global publishing outfit, Leisure Media, has announced details of its new annual conference for decision-makers
Portugese footballer, Cristiano Ronaldo, has launched a health and wellness app that harmonises advice on
Disturbing new research has found BMI completely fails as an accurate measure of obesity in
A new urban city centre in Gothenburg, Sweden is in development with the aim of
The first annual Private Sector Benchmarking report was released today (27 March). A collaboration between
Egym, has signalled its intention to become a dominant force in the corporate wellness sector
Questex/McLean Events (Spatec/SIBEC)
Questex/McLean Events (Spatec/SIBEC)
Experience the pinnacle of fitness and luxury at the premier industry event, Sibec EMEA, set
With a new master franchisee on board, the rollout of Anytime Fitness in the Middle
Total Fitness has released results for its most recent financial year (to June 23), which
Enjoy building your business because the journey can be as good or better than the
Myzone is now available on smart watches, allowing Android and AppleWatch wearers to record workouts
Egym, which raised €207 million last year in new investment, continues to build its top
Having announced its intention to open 50 low cost gyms in the next three years,
As one of the most energy-intensive industries in the UK, leisure facilities face a critical
The team behind TRIB3 has launched a reformer Pilates studio concept called PILAT3S, which will
Wello Works, a new concept which mixes a wellness centre and a co-working office, has
1 - 20 of 12,300
HCM promotional features
Sponsored
Nuffield Health has 8,300 assets that are outside the original manufacturer’s warranty and are now being maintained by ServiceSport UK
HCM promotional features
Sponsored
The partnership between PureGym and Belfast-based supplier BLK BOX is transforming the gym floor
HCM promotional features
Sponsored
Francesca Cooper-Boden says health assessment services can boost health club retention
HCM promotional features
Sponsored
Operators, prepare to revolutionise the way members connect with personal trainers in your club, with the ground-breaking Brawn platform.
HCM promotional features
Sponsored
Epassi, a provider of workplace wellness benefits, is creating a fitter and more productive workforce, one membership at a time 
HCM promotional features
Sponsored
D2F had updated its brand styling to keep pace with business growth. MD, John Lofting and operations director, Matt Aynsley, explain the rationale
HCM promotional features
Sponsored
GymNation is pioneering the future of fitness with software specialist Perfect Gym providing a scalable tech platform to power and sustain its growth
HCM promotional features
Sponsored
University of Sheffield Sport has opened the doors of its flagship Goodwin Sports Centre following a major refurbishment
HCM promotional features
Sponsored
The New Keiser M3i Studio Bike brings ride data to life to engage and delight members
HCM promotional features
HCM magazine
New research has found BMI to be a highly inaccurate measure of childhood obesity, leading current thinking and policy based on it into question
HCM magazine
Egym has announced deals designed to position it for growth acceleration, as Kath Hudson reports
HCM magazine
Imposter syndrome about a promotion taught the CEO of SATS that behaving authentically is the most important part of leadership. He talks to Kath Hudson
HCM magazine
I would say those results, along with the team’s total lack of complacency – their desire to keep improving – have been the two big highlights of my first year
HCM magazine
Will Orr has been talking to HCM about the company’s new strategy for 2024, as Kath Hudson reports
HCM magazine
HCM People

Cristiano Ronaldo

Footballer and entrepreneur
Taking care of your physical and mental health is essential for a fulfilling life
HCM magazine
HCM People

Dr Jonathan Leary

Founder, Remedy Place
It was as though the whole world woke up at the same time
HCM magazine
Basic-Fit – which has been scaling rapidly across Europe –  is considering franchising to ramp up growth further afield
HCM magazine
Members are telling us they need support with their mental and spiritual health and the industry is starting to see this need. Now’s the time to fast-track our response
HCM magazine
Absenteeism and presenteeism is taking a huge economic toll, with musculoskeletal problems and poor mental health the biggest issues. Can workplace wellness make a difference? Kath Hudson investigates
HCM magazine
You might be tempted to skip a service, but experts say it will cost you in the long run. Providers tell Steph Eaves why they their work is important to the management of assets
HCM magazine
Featured supplier news
Featured supplier news: Panatta to showcase innovation at major fitness and bodybuilding events in 2024
Panatta will consolidate its global presence throughout 2024 by attending a host of major industry events around the globe.
Featured supplier news
Featured supplier news: Webinar: Building a new energy future for the leisure sector
As one of the most energy-intensive industries in the UK, leisure facilities face a critical challenge in balancing net zero goals, funding and increased costs.
Company profiles
Company profile: PerformX Live
The unmissable business of fitness event. 21-22 March 2024. Tobacco Dock, London...
Company profiles
Company profile: ukactive
ukactive is the UK’s leading not-for-profit membership body for the physical activity sector, bringing together ...
Supplier Showcase
Supplier showcase - Jon Williams
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Greenwich Leisure Limited press release: ‘Better’ managers get a ‘taste’ for volunteering
The management team from ‘Better’ leisure centres in the Lewisham area is looking for local projects that need a helping hand.
Featured press releases
KeepMe press release: Gymnation appoints Keepme CEO Ian Mullane to board of directors
The fastest growing gym chain based out of the GCC has appointed Keepme’s CEO, Ian Mullane to its board of directors.
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Snowroom
TechnoAlpin SpA: Snowroom
Lockers
Fitlockers: Lockers
Cryotherapy
Art of Cryo: Cryotherapy
Spa software
SpaBooker: Spa software
salt therapy products
Saltability: salt therapy products
Property & Tenders
Loughton, IG10
Knight Frank
Property & Tenders
Grantham, Leicestershire
Belvoir Castle
Property & Tenders
Diary dates
22-24 Apr 2024
Galgorm Resort, York,
Diary dates
10-12 May 2024
China Import & Export Fair Complex, Guangzhou, China
Diary dates
23-24 May 2024
Large Hall of the Chamber of Commerce (Erbprinzenpalais), Wiesbaden, Germany
Diary dates
30 May - 02 Jun 2024
Rimini Exhibition Center, Rimini, Italy
Diary dates
08-08 Jun 2024
Worldwide, Various,
Diary dates
11-13 Jun 2024
Raffles City Convention Centre, Singapore, Singapore
Diary dates
12-13 Jun 2024
ExCeL London, London, United Kingdom
Diary dates
03-05 Sep 2024
IMPACT Exhibition Center, Bangkok, Thailand
Diary dates
19-19 Sep 2024
The Salil Hotel Riverside - Bangkok, Bangkok 10120, Thailand
Diary dates
01-04 Oct 2024
REVĪVŌ Wellness Resort Nusa Dua Bali, Kabupaten Badung, Indonesia
Diary dates
22-25 Oct 2024
Messe Stuttgart, Germany
Diary dates
24-24 Oct 2024
QEII Conference Centre, London, United Kingdom
Diary dates
04-07 Nov 2024
In person, St Andrews, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
The Leisure Media Company Ltd
The Leisure Media Company Ltd
Partner sites