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Gold’s Gym Faces Backlash Over Body-Shaming Ad
In a recent misstep, a franchise of Gold’s Gym in Egypt, dubbed Gold’s Gym Dreamland, has found itself in hot water for a rather tone-deaf advertisement. Despite the uproar, the brand has not made a substantial public statement—just a half-hearted cookie-cutter apology to its outraged members.
The ad in question features a tantalizing pear alongside the phrase, “This is no shape for a girl.” Because, of course, women everywhere just adore being shamed by the very establishment they rely on to support their fitness journeys.
Social media users were quick to call out the ad’s absurdity, prompting Gold’s Gym Dreamland to respond with a vague apology, claiming the post wasn’t intended to offend and aimed to promote a “Healthy Fit body.” But one has to wonder whether the phrase “god’s creation” referred to the pear itself or the implied body type being criticized.
The apology continued with a rather lackluster, “So Again our Apology for all the women out there.” This begs the question of how well the parent company monitors the marketing strategies employed by its franchises. Historically, Gold’s Gym has struggled with problematic advertising, although there’s been a shift towards more inspirational messaging recently.
Digging into their history reveals a series of ads that missed the mark, like the infamous 2009 “Say No To Cankles” campaign, which featured phrases such as “Friends don’t let friends get cankles.” Clever, right? The pear ad seems amateurish in comparison, perhaps the result of a hasty Photoshop job by someone who clearly missed the memo on sensitivity.
Following the backlash, Gold’s Gym finally issued a statement clarifying their disapproval of the independent franchise’s post, asserting that it does not align with their core values of encouraging fitness for all. They’re currently in talks with the franchise’s ownership about the future of their partnership.
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In summary, while Gold’s Gym’s recent ad campaign missed the mark, it serves as a reminder of the importance of mindful marketing. The brand’s delayed apology reflects a growing need for companies to align their messaging with inclusivity and respect for all body types.