This Is Why Everyone’s Suddenly Canceling Their Equinox Membership

The owner of Equinox and SoulCycle is raising big bucks for Donald Trump
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“Rough day at Equinox,” Chrissy Teigen tweeted this afternoon, along with a screenshot of a form letter apologizing for customer service delays after a deluge of cancellations hit the posh gym chain today. Behind the cancelations? The revelation that Equinox investor Stephen Ross will host a pricey fundraiser for Donald Trump.

Trump-buddy Ross, a billionaire real estate developer based in New York, has his financial hands in a number of businesses, including owning both Equinox and SoulCycle. And that has struck a particular nerve with celebs and social media users, who have moved quickly to distance themselves from the brands.

Equinox and SoulCycle issued a statement responding to the backlash against them in which they describe Ross as “a passive investor” and “not involved in the management of either business”–but that may not be enough to appease those who subscribe to #GrabYourWallet movement-style boycott activism.

Ross and his companies also have stakes in David Chang’s Momofuku empire and the Miami Dolphins football team, among other holdings.


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