From Equinox ’ – What the members would like to hear is:

What the members would like to hear is: “We believe it is wrong to build our brand that supports LGBTQ actions, while our owner is organizing a fundraising event that is in direct conflict with our core values. Just a few weeks ago, brand owner Steve Ross organized a large-scale fundraising campaign for President Trump that was not compatible with Equinox’s marketing campaigns for the LGBTQ community. The statement did not admit that there was misconduct, which was necessary, especially given that Equinox has built its brand in LGBTQ+ cases. After the fundraising, the Equinox team drew up a plan to combat the crisis and stated that it would donate $1 million to LGBTQ. However, the movement continued the crisis through a fundraising campaign to convince its members to maintain Equinox. It has been a difficult month for the Equinox brand and it remains a challenge. The statement positioned Ross as a “passive investor” and “not involved in running the business” to keep the brand away. Equinox members’ protests on social media and in the press seem to have surprised the organization. Can Equinox turn the tables? There is hope to actively participate in the work of the members and jointly develop a plan for future development. Equinox has been positioning itself for years as an advocate of inclusion and diversity. It takes years to build a brand and a few seconds to destroy it. On the day the crisis began, Equinox published an answer that did not calm the storm. Equinox could have involved members and employees. Meanwhile, other academies have taken the opportunity to ridicule Equinox.