The high-end fitness chain Equinox announced today that its gyms will be going mirrorless. Spreading the message on its social media channels, the fitness brand claimed the move is coming after conducting a two-year study of its customers.

“Over a two-year period, we found that Equinox members spend over 500,000 hours per month staring at themselves in club mirrors. Making eye contact with your mirror-self has been proven to decrease intensity and concentration, while simultaneously increasing head-size. We only want what’s best for our members, so over the next three months we’ll be removing all mirrors from our club floors and locker rooms.”

Of course the timing of the announcement falls exactly on April Fool’s Day, an occasion when many companies decide they need to connect with their customers and fans by playing practical jokes. Equinox is not alone in sharing hoaxes and pranks today.

Still, many of the gym chain’s followers played along like good sports, while just a few people didn’t realize it was a joke:

jchurak@equinox: I’ve worked for you for 3 years and this is not a good idea , let’s talk more.

danimal1173: People rely on the mirrors to check their form, not necessarily for vanity purposes. Dumb move.

lisadag5: WTF HOW AM I SUPPOSED TO DO MY HAIR AND MAKE UP I WORK IN FINANCE I CANT LOOK LIKE A SLOB this is the worst

joslynpriddy: I understand for the club floors but when women get ready for work in the locker rooms it’s impossible to put make-up on without a mirror. Poor choice.

ortal.kay: I had a legit heart attack right now….then I realized it’s April fools day

Others showed their appreciation for the joke and even hoped Equinox could take things a little further:

ambsz: could you not only remove the mirrors but the members who stare at themselves in front of the class and then leave early…????????

deboradc_: HAHAHA dying with your comments- also exclude the ones who take 100 pictures on the squat rack mirror

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