“January is a language we don’t understand” (Photo: Getty Images)

It’s the new year, which means people around the world are putting their 2023 resolutions into practice.

Many of our goals will revolve around fitness – “New year, new me” and so on.

But a luxury gym seems to have trouble with that.

Equinox Gyms, which has locations in a number of countries, including the UK, received a lot of attention for a video released about gyms in January.

The chain shared a clip tagged with its Hudson Yards, Staten Island affiliate and said it would not add any new members on Jan. 1.

The video, titled “Take Your New Year’s Resolutions Elsewhere”, begins with an empty gym and revolves around a man who likes to work out on his own.

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There’s a caption that reads, “If it’s January 1, but remember Equinox is not accepting new members today.”

They also shared a statement on social media in the form of a photo of a piece of paper that read, “January is a language we don’t understand.

“A fantasy that comes in a pastel colored box.

“It’s about change. It wants you to be doing something when you should be in the middle of it.

“It thinks time is on its side. It needs a new outfit before it can begin.

“Move, cut off, give up.”

At the end it is written in big letters: “We don’t speak January.”

The photo read: “You don’t like it, it’s January. #ItsNotFitnessItsLife”

It had a mixed reception (Picture: Equinox)

The statement of the gym

One version of the statement (Photo: Equinox)

Their policies have caused quite a bit of debate, with those in the comments unable to reach a consensus on whether this is a valid point, a disqualification, or just plain bad.

One person wrote, “Not as smart as your ad team thinks.”

Another commented: “You should have started already, so does someone new to the sport deserve to be shamed?” lol ’embarrassing’. [sic]

“We don’t want your money fat ass” is definitely a business strategy, another critic wrote on Twitter.

However, there are those who do not see the point.

“As a fitness enthusiast, this is perfect,” one fan wrote. “Thanks for the encouragement!”

Another said: “It’s a good idea to prioritize the comfort of current members over the decision makers who end up not leaving. January is always such a mess in the gyms. [sic]

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