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
