Dear Adin and Judy:
I understand that you are the managers for the Equinox Gym in Bethesda.
Two weeks ago I was in Bethesda and saw the billboard posted prominently on the facade of your fitness spa.
I was struck with the following thought: what in the world is this trying to sell – A billiard parlor or an escort service?
While I am sure you are more than aware of a petition being circulated which stresses the concern that it is a sexist and degrading image, I have a more important question.
If you are trying to advertise the merits and benefits of your very high end fitness center/spa, then an image that reflects that would be a better idea. I would suggest that Equinox replace the current puzzeling billboard with something a bit more tasteful and more reflective of the business Equinox is in.
If you want to feature “hot bodies” then do so in a way that shows what business you are in – feature them in fitness wear that feature how toned and sexy the physique is. Your company clearly has the high end marketing budget that could do it in a way that I am sure would be artful and sexy without going into the territory of being skanky.
However, if what Equinox means to advertise that the facility has pool tables or that Equinox also offers escort services, then by all means, keep the sign.