Equinox’s New Year Campaign Undercuts AI Slop With Human Portraits

A human campaign

This marks the first significant creative push from Bindu Shah, who joined Equinox as chief marketing and digital officer in June 2025, following six years leading marketing for fashion brand Tory Burch.

“’Question Everything But Yourself’ reinforces Equinox’s long-standing commitment to authenticity, performance, and the power of human potential,” Shah said in a statement.

She added: “It reminds audiences that while the world may be increasingly artificial, strength, effort, and self-belief are not. Equinox is where you can put that belief back into practice – a place to work on yourself, invest in yourself, and discover what becomes possible when you stop chasing the artificial and commit fully to what’s real.”

Equinox, which charges $225 for its most basic membership package, will be banking on the attention-grabbing anti-AI stunt to bolster brand awareness and encourage U.S. and global sign-ups to its luxury offering.

In 2025, it opened new flagship clubs in areas including Florida’s West Palm Beach, generating strong pre-opening sales at home. Elsewhere, its U.K. operation tripled its losses year-on-year in 2024 thanks to stiff competition from homegrown luxury gym chain Third Space.