Equinox and AI Slop of 2026

For this week, I chose Equinox, the high-end luxury fitness chain known for its exclusivity, successful clientele, and sanctuary-esque escape in major cities across the U.S. Equinox is marketed not just as a gym, but as a lifestyle. Buying into Equinox ensures members access to high-end facilities equipped with personal trainers, as well as classes in Pilates and HIIT strength training. Members can finish off their workouts with the sauna, a spa treatment, or indulge in a luxurious shower in the locker room, ending with a eucalyptus-infused towel. I was once obsessed with watching my favorite fitness influencers’ gym routines in these beautiful facilities, but upon Equinox’s shift in marketing this month, I am afraid I may have to shift my opinion.

The Equinox brand proposition is that fitness empowers a life well lived, and that becoming a member will change the quality of your health and life. On New Year’s Day of 2026, Equinox launched a new campaign featuring striking AI-generated imagery captioned, “Question Everything, but Yourself.” This campaign was intended to highlight the influx of AI-generated content flooding social media feeds, juxtaposed with the boldness of committing to self-growth in the gym for the new year. These AI-generated posts, contrasted with their usual sleek and luxurious gym content, caused consumers to double-take on their feeds, with some even questioning terminating their memberships. In the article “Why Equinox Leaned on AI Slop in Its New Year’s Ad Campaign” by journalist Megan Graham, Chief Marketing Officer Bindu Shah explained that the attention was not exactly what they were looking for. Shah stated, “One of the key sources of inspiration was just the simple observation that today we’re just surrounded by filters, AI, memes, and all this imagery that is basically in our social feeds all the time. It just becomes increasingly hard around what do you believe, what’s real, what’s fake?”

The issue plaguing members the most lies within the betrayal of the brand’s high-class image. Many consumers commented on their posts, stating their upset due to the brand posting AI-generated content instead of fixing issues within their gyms, such as properly stocking products or maintaining cleanliness. In response to the first post on New Year’s Day, consumers commented things like, “Someone in their marketing team is getting fired,” or, “Did you guys get hacked?” Others responded with celebratory flame emojis or hearts. On their Instagram account, which has 501k followers and over 800 posts, Equinox posts roughly once every other day. Before the campaign, their content consisted of reels highlighting various locations and gym motivation.

Their shift in marketing toward AI-generated content fueled outrage and came off as ingenuine and view-driven, regardless of its intention to invest in real health. Before launching this campaign, while their posting consistency remained steady, their likes were suspended in the 200 to 400 range. This is an alarming ratio considering their 501k follower count, suggesting that viewers are not actively engaging with their page despite following the account. When scrolling through their most liked posts, the content consists of striking videography of Pilates or yoga events in luxurious locations such as Beverly Hills, or exclusives with Olympic-level triathletes who are Equinox members. What sets this content apart from their AI-themed posts is that their audience is seeking quality and exclusivity, and the juxtaposition was far too extreme for their consumer base. In their attempt to comment on the overwhelming influx of AI content, Equinox failed to recognize that, just like their gyms, their consumers are seeking a tranquil escape from the overwhelm of daily life. Newsjacking politicians and using this era of fear to advertise a gym feels in bad taste within a society that is both divided and united in powerlessness.

If I were tasked with being the brand manager, I would continue to highlight the athletes who choose Equinox through captivating videography. By leveraging expert appeal from those training every day, and even training for life, I believe this would strongly resonate with the Equinox audience. In addition to athletes, I would plan events centered around the history of Pilates or HIIT training, hosting expert panels to educate attendees and empower them through knowledge, prestige, and exclusivity. I also feel that a campaign showing workout movements mirrored in everyday life could create a striking connection, reinforcing how daily exercise and intentional movement extend beyond the gym. Rather than asking audiences to distinguish between real and AI-generated videos, I would ask what feels real to them about choosing themselves when they enter the gym each day, and what committing to personal growth truly means.

This assignment taught me a great deal about the importance of high-quality content and the necessity of understanding who you are speaking to within a campaign. I also learned that consumers are not simply buying a product, but rather the lifestyle and mission behind it. When that relationship is disrupted, campaigns like this can create distrust and feel tacky to consumers who are investing in luxury.