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The SoulCycle and Equinox controversy hits close to home — because they’re selling an idealized version of you

The SoulCycle and Equinox controversy hits close to home — because they’re selling an idealized version of you

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  • When you are a lifestyle brand marketing yourself via values... you can expect your consumers to feel betrayed if you're not walking the walk.

    "The branding contradictions between these fitness companies and Ross-the-Trump-supporter are legion."

  • The Washington Post fashion writer does a disservice to readers by writing the following without any further information:

    “Equinox and SoulCycle issued statements noting that they “have nothing to do with the event and do not support it.” In addition, “Mr. Ross is a passive investor and is not involved

    The Washington Post fashion writer does a disservice to readers by writing the following without any further information:

    “Equinox and SoulCycle issued statements noting that they “have nothing to do with the event and do not support it.” In addition, “Mr. Ross is a passive investor and is not involved in the management of either business.”

    Mr. Ross is the owner of these companies and their profits are his profits. While his operational involvement may be limited for the time being - that could of course change at any moment.

  • I was sad and shocked to hear about the re-election campaign led by the Equinox chairman. The Canadian Equinox in which I’ve been a member of for 3+ years has always openly welcomed diversity and not only have a number of LGBTQ in management positions, but also have a range of instructors who do not

    I was sad and shocked to hear about the re-election campaign led by the Equinox chairman. The Canadian Equinox in which I’ve been a member of for 3+ years has always openly welcomed diversity and not only have a number of LGBTQ in management positions, but also have a range of instructors who do not fit the “idealized” Instagram body. It’s refreshing. The mismatch in values amongst the Equinox staff and Ross couldn’t be more opposed. Like the article states, in my opinion, people don’t go to Equinox or Soul Cycle to become “thin”, people go to “seek wellness” in the best version of themselves, whatever that may look like.

  • Um, frequent local gyms run by local business owners? A healthy lifestyle isn't the exclusive commodity of single brands or pretentious trendsetters.

  • Super interesting insight about how the product is a feeling of self-actualization.

    But there are so many other fitness studios and gyms that are less corporate, people will just go to those instead.

    And it will increase that feeling of being a better you, because there’s a high from boycotting racists mixed in now too.

  • The controversy around Ross plays to a bigger issue: it's getting harder and harder to follow the money that backs brands we use, love, and share.

    From Ross to Thiel, from sports teams to fitness products, from big brands to beloved startups, we need to find a better way to find accountability.

  • Boycotting is generally a stupid idea. Taken to extremes could mean living with nothing because everyone has a view you probably don't like. It also rarely hurts the company/individual you're aiming for and many times it backfires and actually helps them instead ...

  • All this does is impact the workers who operate, clean, maintain etc. the local businesses. This is virtue signaling at its finest as it will really not have much impact on the intended target. In addition, I guess it’s fashionable now to boycott businesses with investors that support any conservative

    All this does is impact the workers who operate, clean, maintain etc. the local businesses. This is virtue signaling at its finest as it will really not have much impact on the intended target. In addition, I guess it’s fashionable now to boycott businesses with investors that support any conservative candidate. As a citizen he has a right to support any candidate he chooses. This type of targeting is bad for this country. What’s next? Businesses set up to only serve people who agree politically with them ? Ridiculous, ineffective and ultimately self defeating.

  • Living a life by avoiding businesses that support Trump would be an interesting exercise in looking at what one does...

  • It seems many of us will only accept a saint for president, until we walk into the voting booth. And by the way, why do we need these boutiques anyway. Stick your feet under the sofa. Do some sit ups...do some pushups on your living room floor...cut your own grass...