A franchise of Gold’s Gym in Egypt, known as Gold’s Gym Dreamland, has come under fire for a recent ad that many are calling fat-shaming. The ad features an image of a pear with the phrase, “This is no shape for a girl,” prompting outrage from members and the public alike. While the brand has issued a standard apology, it seems to have fallen short of addressing the concerns raised.
The internet quickly reacted, criticizing the ad for perpetuating harmful body image standards, particularly when it comes from a gym that is supposed to promote health and wellness. The gym’s response attempted to clarify that the intention was to promote a healthy body, not to demean any particular body type. However, the wording in their apology has left many confused about their actual stance.
Gold’s Gym has faced scrutiny in the past for problematic advertising, and this incident has reignited discussions about the need for more conscientious marketing. A glance at their previous campaigns reveals a pattern of insensitivity, with ads that shame rather than inspire. For instance, a campaign from 2009 that encouraged people to “Say No To Cankles” has resurfaced, drawing similar ire for its derogatory approach.
The brand did respond to the backlash, stating they were taking steps to address the issue with the independent franchise. They reiterated that the views expressed by Gold’s Gym Dreamland do not reflect the overall mission of the company, which aims to support everyone in achieving their fitness goals.
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In summary, Gold’s Gym’s recent advertising misstep highlights the ongoing challenge of promoting body positivity while encouraging fitness. The backlash serves as a reminder for brands to be more mindful in their messaging and to foster an inclusive environment for all body types.