12/27/2023 0 Comments Equinox gym ad![]() I love everything that Simon Pearce does. The rest of the brand is a bit too fashion-forward, but this neck warmer has drip. ![]() Turns out the British do to take their gardens seriously.Ĭan you sense a theme? I love fresh takes on things people love and these are about as fresh as they get. Haws® is known for making the finest watering cans and garden accessories. The Rowley Ripple & Smethwick Spritzer Set from Haws (sold at Goodee) NHL-themed Driver Headcovers from Dormie Workshop It’s such a brilliant idea. A popcorn bowl with a little collection drain for the unpopped kernels. The Popcorn Bowl with Kernel Sifter from Uncommon Goods I love it when small brands do a fresh take on historic things. It’s hard to have something no other fan has, but Mitchell & Ness have consistently great gear. Team First Satin Fleece Crew Boston Celtics (or pick your favorite team) from Mitchell & Ness Nostalgia Co. I think that Wilson is having it’s Stanley moment. I don’t know why but an octopus beach bag just seems cooler than the traditional motifs. Sea Bags “are born as sails” and then turned into beach totes. This backpack is small, high-quality and unique. Babolat Wimbledon Club AXS Backpack from the Wimbledon Store One of my employees loves bow ties. Great fresh selection of ties, pocket squares. These are being sold exclusively at the MoMA Store. Pantone Bowls from The Museum of Modern Artīeautiful colors and a great size. The gift guide you didn't know you needed. ![]() But, I also knew what I was paying for, and just shifted my gym schedule during that time, knowing there would be attrition over time. ![]() For what it’s worth, I was a member for years at BSC and absolutely hated going in January because it was so crowded. I actually thought that “saying the quiet part” in this instance was somewhat gauche. A country club or members only social club doesn’t have to say it for it to be understood there are plenty of ways for Equinox to position themselves as a more exclusive, serious option. I wasn’t a big fan of the way they went about the messaging, however. Would I want to be a member of that particular club? No, for a number of reasons, but I understand the brand approach and why that would appeal to their current members, and attract new members who align with that mindset. Mainly, Equinox is catering to a customer that doesn’t want the extra hassle of crowds in January when they’ve been going all year long, and I think it’s fair for a business to say “we are exclusive by design” and “we focus on a premium experience for a premium price”. My first reaction to the campaign was “ick”, although the more I thought about it, I tend to agree with you in principle. We're exclusive, not inclusive.Įvery member loved this ad. What it really says is - We have your back. It would have been a disaster to send this to just their members. Equinox finally said it.Īnd, the brilliant part of the ad campaign is that it's a mass media campaign but the audience is really their existing members. The January 1st cohort pisses everyone off, and every gym owner knows it. 56% of current members don't like new members. 80% of New Member will quit in 5 months. 13% of New Years Resolutions involve joining a gym. Here's the sobering stats from NPR/The Marist Poll. Your resolution won't stick, and we don't want our longtime members to suffer 5 weeks while you go from super committed to back on your sofa. $300/month gyms don't have to be inclusive, they exist to cater to a narrow, demanding, wealthy cohort that prioritizes fitness. I don't want newbies with rented skis on my black diamonds. I don't want beginners on my golf course. I don't want some newbie walking at 2.8 mph watching The View and scrolling on their phone. I want to know that my treadmill is available at 7:30 so I can get my run in. The simple truth is that people that sign up for the gym on "January 1st" are detrimental to the experience. (I don't go to the gym, or belong to Equinox.) Forget the buzz & backlash, I think that it has good advertising bones.
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