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I noticed the outrage for the TikTok video earlier than I ever noticed the unique.
Customers — some common people, some skilled trainers — had been outraged a couple of video Equinox has created, celebrating the truth that it didn’t permit new memberships on Jan. 1 in a bid to counter the frenzy of resolutioners hoping to drop a few pounds in 2023.
The TikTok refrain referred to as it gatekeeping. Referred to as it unique. Referred to as it discouraging to folks simply making an attempt to get in form.
Are they fallacious?
Probably not. However that’s really OK.
Who’s your buyer?
Although Equinox in the end deleted the offending TikTok, they didn’t cancel their “We Don’t Communicate January” marketing campaign.
It’s not you, it’s January. #ItsNotFitnessItsLife pic.twitter.com/Bg6lBnSUR2
— Equinox (@Equinox) January 1, 2023
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