High-end health club Equinox has caused dismay among its gym members, and the Models Direct team alike, having just revealed its newest campaign images featuring super skinny models.

The American chain may be known for its fashion-esque ads, with top-tier fashion photographers Gilles Bensimon, Ellen von Unwerth and Steven Klein previously shooting for the company, but never before have Equinox gone so unorthodox in their model choices.

Unsurprisingly, the man behind the gym’s latest campaign is Terry Richardson, a photographer notorious for shooting fashion models and graphic sexual subject matter.

But while these shots from Richardson may have a sexy look typical of his work, it isn’t so much the skin on show that’s causing a stir – it’s the bones.

Juxtaposed against the fit and athletic male models perfectly suited to a gym campaign, the skinny models seem misplaced in this context, and we’re not the only ones on this line of thought.

In response to comment on Equinox’s Facebook page reading “What do you get when you combine hot models, French Bulldogs, cake and Terry Richardson?” gym-goers vented, with replies including…

“Another couple million spent on the degradation of women. Good work fitness guys.”

“What is the point of two anorexic women arm wrestling over a cake? Is that supposed to be inspiring? Please rethink your messaging and give us something which motivates without degrading women (and men).”

“Why did all of the models have a runway physique? Equinox is promoting health and fitness, so I would like to see some healthy and fit women on their ad campaigns who look like they could actually survive a typical Equinox class. Can we maybe see a little bit of muscle on the ladies next time around? The Nike ads are great examples of strong, fit women!”

“I want to see some muscles on the girls! Healthy and fit, not skinny and thin!”

Models Direct wants to know what you think – do these models look too skinny for a gym campaign that is supposed to promote health, strength and fitness?