For some companies it wouldn't be too much of an issue if their owner decided to host a fundraiser for the most divisive president the US has ever had. For Equinox and SoulCycle it has become a huge issue.
Both operators have set themselves up as lifestyle brands that are empowering and supportive of liberal thinkers, women and the LGBTQ community, championing diversity and inclusivity. The founding ethos and core values of each brand has won them a celebrity clientele and a liberal, progressive membership: the type of people who take issue with Trump.
Equinox was acquired by Related Companies in 2006 and Related has billionaire tycoon, Stephen Ross, at the helm. A friend and supporter of Donald Trump, Ross hosted a $100,000-a-ticket fundraiser ($250,000 to join the round table discussion), at his home in The Hamptons in August.
Many members were outraged and took to social media saying they were leaving because they “don’t support racism and mass murder” and “don’t want to fund a Nazi regime”. Actor Conrad Ricamora tweeted: “Sorry @SoulCycle…you can’t peddle inspiration in your classes and have an owner funding hate and racism in the back room. Byeeeeee.”
Neither company has responded to requests for comments from the media, but they did issue a joint statement on social media distancing themselves from Ross, saying: “Neither Equinox nor SoulCycle has anything to do with the event later this week and do not support it. As is consistent with our policies, no company profits are used to fund politicians.
“We're committed to all our members and the communities we live in. We believe in tolerance and equality and will always stay true to those values. Mr Ross is a passive investor and is not involved in the management of either business.”
However, this didn't stop the outrage or stem the flow of defections. So what's the way forward? Can the operators win back members and mend their reputations? We ask the experts…..