Equinox's January campaign sparked social uproar—but the results look good

Jeff De Korte, chief marketing officer at Equinox (Credit: Courtesy of Equinox)

On the first day of January would-be gym bunnies were banned from signing up to luxury health brand Equinox.

The New York-based company supposedly doesn't believe in gimmicks or trends - it wants its customers' commitment 365 days a year.