Equinox bans new members on January 1, leading to criticisms of 'shaming' and praise of 'bold' strategy

• The high-end fitness chain Equinox did not accept new members on January 1.
• "January is a language we don't understand," the company said on social media.

The high-end fitness chain Equinox did not accept new members on January 1, a day when many try to jumpstart resolutions by heading to the gym.

"January is a language we don't understand," the company said on social media.

The decision drew criticism and praise on social media, with some accusing the company of "shaming" people trying to start the year with healthier habits. Others called it "exclusionary" and "gimmicky."

Others praised the company for sticking to its brand values.

"Super bold, super smart, strategically aligned with their brand," wrote marketing and digital strategy professional Jess Smith, on Twitter.

Equinox operates 106 clubs, according to its website. It also operates a hotel in New York City that the Wall Street Journal dubbed the "fittest hotel on earth."

The new advertising campaign was developed in partnership with the Collins agency, according to The Drum, a publication for the marketing and media agencies.

The campaign is meant to question the "norms of the wellness industry," according to Will Mayer, Equinox vice president and executive creative director, according to The Drum.