August 2019

The SoulCycle and Equinox Boycotts: Explained

A large number of people are canceling their memberships to Equinox and SoulCycle after it was recently revealed that their owner,Stephen Ross, is a supporter of Donald Trump. This news surprised consumers, as the two brands have been built upon progressive and inclusive concepts such as LGBTQ acceptance.News of Ross’s political affiliation first broke when it was discovered that he would be hosting a fundraiser for the Trump 2020 campaign.The fundraiser is scheduled to occur on August 9,with tickets ranging in price from $100,000 to $250,000. .Following the backlash, Ross released a statement defending his political choices.I have known Donald Trump for 40 years,and while we agree on some issues, we strongly disagree on many others…a reason for my engagement with our leaders is my deep concern for creating jobs and growing our country’s economy, Stephen Ross, via @AdamHBeasly, Twitter. SoulCycle and Equinox have also posted statements to their social media accounts,distancing themselves from Ross’s stance.We want to let you know that Equinox and SoulCycle have nothing to do with the event and do not support it…We are committed to all our members and the communities we live in, Equinox, via Instagram.

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