Flex Appeal?



Photo: Terry Richardson for Equinox



Equinox is at it again. The luxury gym chain, of which I’m a card carrying member, is no stranger to racy advertisements. However, they’ve really raised the bar (err…stripper pole) this resolution season with their rated (R) ad campaign. Some might say its tongue in cheek. I’d personally call it a little more ‘tongue in mouth’. No surprises here, fashion photog Terry Richardson, who counts Lady Gaga as a muse, was the man behind the camera lens.

The ads feature scantily clad gaunt gals with “come hither” looks on their faces. You get the feeling that they’re about to hop onto more than an elliptical.

Now, let me be clear, I’m no prude, but these advertisements actually make me blush a little bit.  I'm sure I'm not alone, the Boston gym is packed with a bunch of Volvo driving, Whole Foods shopping, lululemon wearing squares. I don’t know if the clientele in NYC, Miami and LA consists of off-the-clock Victoria’s Secret models and VIP cocktail waitresses but in Boston, it sure looks like a lot of accountants.

Well, apparently sex sells gym memberships to straight-edged yuppies. Who knew? Let’s work out! Check out all the ads in Refinery 29's slideshow.

Oh, and, I almost forgot, Happy Valentine’s Day from Equinox!



Photo: Equinox.com