Equinox and SoulCycle customers are not happy about a fundraiser for President Trump sponsored by the companies’ owner, the chairman of a real estate firm. Threats of boycotts and cancelled memberships provoked quick responses from both companies.

SoulCycle CEO Melanie Whelan also said, “SoulCycle has nothing to do with the event and does not support it. … We know who we are and we know what we believe in, and nothing will ever change that.”

Capitalizing on the brands’ distress, other fitness companies are offering discounts and free trials to try to win business.

Soul Cycle image source.

Discussion:

• More company executives feel inspired towards political activism. What are the advantages and risks?

• Did the real estate company owner, Stephen Ross, act inappropriately by hosting a fundraiser? Why or why not?

• Analyze the companies’ statements. What persuasion strategies do they use to rebuild each brand?

• Compare the statements. Does one work better than the other? What criteria do you use to compare them?