Maybe we should’ve seen this coming
It’s impossible to know how many people threatening an Equinox boycott will actually follow through and affect the company’s bottom line—onerous cancellation fees might keep many outraged people in place. To have a SoulCycle or Equinox membership to cancel in the first place is already a form of bragging, a promise of fealty to a gym that is identity and ideology all wrapped up in one.
It all seems at least a little sinister now, though, doesn't it? An Equinox gym in New York City is a mood-lit citadel—juice bar and outfitter beckoning from street level, dark glass snaking up the rest of the way. It is designed, in its way, to both attract the right people and exclude the wrong. Turns out its billionaire ”passive investor” supports the guy who wants to build a wall. Maybe we should’ve seen that one coming.
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