A franchise of Gold’s Gym in Egypt has recently come under fire for an insensitive advertisement that many have deemed fat-shaming. The ad featured an image of a pear alongside the text, “This is no shape for a girl,” igniting outrage among gym members and the public alike. While the gym’s management initially responded with a generic apology, they have yet to fully address the controversy.
The franchise, named Gold’s Gym Dreamland, seemed surprised by the negative reaction. In their defense, they stated that the intention of the ad was to promote a healthy lifestyle rather than insult women. However, the phrasing used in their apology raises questions about their understanding of body positivity. Was the reference to “God’s creation” meant to describe the pear or the body type being criticized?
Many were quick to point out that such messaging is entirely counterproductive, especially from a gym that should be encouraging fitness and well-being. The backlash prompted the brand to issue a standardized apology on social media, but they have not yet provided a comprehensive public statement addressing the issue.
Historically, Gold’s Gym has had issues with their advertising, with some past campaigns being equally problematic. For instance, a 2009 campaign titled “Say No To Cankles” was widely criticized for its body-shaming messages. This pattern suggests a need for the parent company to closely monitor the marketing strategies employed by its franchises.
In light of the recent incident, Gold’s Gym has stated that they are in communication with the franchise in Egypt to ensure their posts are removed and to reaffirm their commitment to promoting fitness for everyone, regardless of body shape or size. The brand aims to help all individuals reach their potential through fitness, a vision that should be reflected in their advertising.
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In summary, the recent advertisement from Gold’s Gym Dreamland has sparked significant backlash due to its body-shaming message. While the brand has issued apologies, the incident highlights ongoing issues within their advertising practices. As they navigate this controversy, it is crucial for them to align their marketing with the values they profess to uphold.