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- Fitness brands including New York Sports Club, Crunch, and Tracy Anderson are trying to win over people boycotting Equinox and SoulCycle.
- Equinox and SoulCycle are facing backlash after news broke that the brands’ chairman, Stephen Ross, would hold a fundraiser for Trump.
- Town Sports International, the parent company of New York, Boston, Philadelphia and Washington Sports Club, is waiving initiation fees and inviting people to work out for free this weekend.
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Fitness brands are trying to cash in on people’s threats to quit Equinox and SoulCycle due to the brands’ chairman’s Trump ties.
News that Stephen Ross was scheduled to hold a fundraiser for President Donald Trump at his home in the Hamptons sparked a wave of backlash this week. Ross is the founder and chairman of the real-estate company Related Cos., which owns Equinox, Blink Fitness, and SoulCycle.
The trendy fitness brands faced boycott threats as many gym-goers protested Ross’ support of Trump.
And, the competition was eager to win over boycotters, offering deals for new members.
Town Sports International, the parent company of New York, Boston, Philadelphia and Washington Sports Club, is waiving initiation fees and inviting fans of Equinox, Blink Fitness, and SoulCycle to work out for free this weekend. The company is also making a $10,000 donation to the LGBTQ youth charity the Trevor Project.
“FYI: This Friday, August 9th we’re not doing anything in Southampton,” New York Sports Club posted on Instagram. “COME WORK OUT WITH US.”
Fitness guru Tracy Anderson is donating 20% of class revenues from this weekend to LGBTQ nonprofit The Human Rights Campaign, Everytown for Gun Safety, and The Martin Luther King Foundation.
Crunch Fitness began reaching out to people threatening to boycott Equinox and SoulCycle on Twitter on Wednesday, inviting them to join the gym.
SoulCycle and Equinox released statements calling Ross a “passive investor” and saying the brands are unconnected with the fundraiser.
“We want to let you know that Equinox and SoulCycle have nothing to do with the event and do not support it,” Equinox tweeted. “As is consistent with our policies, no company profits are used to fund politicians.”