Equinox Gym Executive Bizarrely Admits That ‘Fitness Is A Fraud’

The high-end Equinox gym certainly is no stranger to controversy. Earlier this year, they launched a highly sexist ad campaign featuring stick-thin, subservient runway-looking models who clearly didn’t work out. Now, their executive creative director–the one responsible for those charming ads–Bianca Kosoy, admits she doesn’t work out either. Why? Because “fitness is a fraud,” she says.

In an interview with the New York Times that ran yesterday, the 41-year-old Equinox exec is bizarrely against fitness and the entire industry. And, as evidenced in her ad campaigns for the upscale gym, she believes, instead, it’s all about looks:

I never work out. I think fitness is a fraud. That’s why I try to make it look like fashion.

True, Equinox is touted as one of the most fashionable gym chains–the place to see and be seen, if you will. And true, they have locations in some of the hippest neighborhoods around the world. But…still. Fitness is a fraud and it’s really all about fashion? Way to send an empowering message to your gym goers and let them know that the way they look and dress is of utmost importance.

I guess we shouldn’t be that surprised after she hired controversial photographer Terry Richardson to shoot Equinox’s ad campaigns. In case you missed these sexist ads, check them out. They do anything but portray women as strong, powerful, athletic beings. In fact, their ads clearly degrade and sexualize women. The guys, on the other hand, are always shown with sculpted, muscular physiques. It’s perpetuating the double standard, for sure.

But Ms. Kosoy doesn’t seem to care:

The campaign is a gatekeeper. We know we’re not for everyone. Either you get it or you don’t.

Well, we don’t get it. Just like we don’t get her non-athletic attitude that says fashion is more important than fitness. Equinox has the reach and the power to help change our body-negative and looks-obsessed society, but they don’t. Instead, they just feed that backward way of thinking. It’s disappointing, to say the least.


Photo: snowgoosechronicles.blogspot.com


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    • Lastango

      This doesn’t upset me. Equinox is recognizing that the man-woman thing is what makes the world go around. Both want to look good for each other, and feel like they look good for each other. These ads show conventional prototypes for both.

      Besides, so much of what we buy is based on our fantasies, and on something we want to communicate about ourselves. If Equinox is succeeding, they are clearly selling something people will pay for. I’ve never been to one, but as a big fat guess I’ll venture part of the appeal is the idea that we will meet hot, young, beautiful people there. Sort of like a nightclub with weights.

      • Tina

        The Anti-Gym in Denver had done that nightclub-with-weights thing (with a little fat-shaming on the side) to its ridiculous, literal, and absurd end.

        Of course, Michael Karolchyk (a personal trainer/entrepreneur with a nice big gut on a muscled body, btw) got laughed out of town …

        Equinox doesn’t go quite that far, but I personally don’t support any entity with that sort of thing in their subconscious …

    • tinabiner

      That background explains it all, why Equinox would launch yet another disappointing ad campaign ala the new Terry Richardson pics which objectify women and men and show disrepect for their clientele and the public at large.