SoulCycle and Equinox patrons threaten to flee if owner hosts Trump fundraiser. The Daily Show has ideas.

Trevor Noah on SoulCycle, Equinox boycott

(Image credit: Screenshot/YouTube/The Daily Show)

published 9 August 2019

"Historically, rich people have hosted fundraisers in America for political candidates ... and it didn't garner much attention, but in the age of Trump, all of that has changed — as one billionaire just found out," Trevor Noah said on Thursday's Daily Show. That billionaire, Stephen Ross, is hosting one of two high-dollar fundraisers for President Trump in the Hamptons on Friday, collectively expected to raise $10 million for Trump's campaign and the Republican National Committee. Ross owns the parent company of SoulCycle and Equinox, and the generally liberal clientele of those two luxury fitness brands is generally not happy.

"There are growing calls for people to boycott Equinox and Soul Cycle — and to all those people canceling their memberships I say: good luck," Noah said. "Have you ever tried to get out of a gym membership? It is impossible." Ross "released a statement defending himself, but I'll be honest, I think it only made things worse," he added. "Basically, what he's saying is that he supports the business side of Donald Trump but he doesn't support the racism side of Donald Trump. But you realize if you actually listen, you analyze what he's saying, what he's actually saying without realizing it is that he can afford to support Trump's business side because Trump's racism side doesn't affect him."

Liberal Equinox and SoulCycle patrons "are torn, but many people say if this happens, they're out," Noah said. "And you know what? I'm joining them. In fact, I haven't gone to the gym in the last three months, in preparation for this moment." This imbroglio doesn't answer "the unending question: Should you support a business if some people in that business back a politician you don't like?" he added. But for those fleeing the brands, Jaboukie Young-White had some more "woke" alternatives. Watch below. Peter Weber

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Peter has worked as a news and culture writer and editor at The Week since the site's launch in 2008. He covers politics, world affairs, religion and cultural currents. His journalism career began as a copy editor at a financial newswire and has included editorial positions at The New York Times Magazine, Facts on File, and Oregon State University.