08 Aug 2019
Equinox and SoulCycle face backlash after it's revealed owner will host Trump fundraiser
BY Liz Terry
Equinox and SoulCycle are facing a significant backlash from members after the Washington Post broke the news that the ultimate owner of the business, Stephen Ross, will host a fundraising event for Donald Trump's re-election.
Ross is head of Related Companies, which owns the fitness brands and will reportedly throw a US$100k-$250k-a-ticket bash at his home in the Hamptons, NY this Friday.
Members have taken to social media to express their outrage, with many stating their intention to cancel their membership of the high-end chains.
The clubs' front desks are reportedly busy taking cancellations. The hashtags #BoycottEquinox and #BoycottSoulCycle are currently trending.
Equinox, which runs health clubs and spas and has just opened its first hotel, has carefully and consistently focused its marketing and company culture on a liberal agenda.
The company has also focused on wellness and developed a reputation for supporting causes such as Pride, meaning the fundraiser puts it directly at loggerheads with members who have bought in to this philosophy.
The issue is likely to cause the company significant damage, with the risk both fitness brands will become toxic.
Ross also owns the Miami Dolphins which looks likely to get caught up in the controversy and the overall business is backed by investment company, L Catterton.
A selection of comments from Twitter follow. We'll keep you posted as this story develops.
EQUINOX AND SOULCYCLE TWEETS
It’s important @equinox know WHY we’re going to cancel our membership. This fundraiser and it’s ties to Stephen Ross, is a betrayal to our communities after masquerading as a corporate ally during #Pride. You can’t use us to make money and then use it to work against us. No. https://t.co/CFZhBmGdaV
— Wilson Cruz (@wcruz73) August 7, 2019
Stephen Ross is the majority owner of the parent company of Equinox gyms. He is holding a big Trump fundraiser. Know where your money is going. https://t.co/5t6Yxq8BCm
— George Takei (@GeorgeTakei) August 7, 2019
Hi, @Equinox. I am a member at #ColumbusCircle.
I am horrified to hear that your owner, Stephen Ross, is hosting a fundraiser for Trump.
Trump is a racist, xenophobe and misogynist who spreads hate.
Ross needs to cancel the fundraiser.
Or, do I need to #BoycottEquinox?
— Paul Snatchko (@PaulSnatchko) August 7, 2019
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