Oh America, the land of the free and home of the brave, you really do never cease to surprise the world, do ya? You know as neighbours, you’re pretty sucky and if anything, hypocritical. To give context to my rage, in today’s episode of let’s-make-fun-of-someone’s-insecurities-and-call-it-marketing we feature American gym “Anytime fitness” sending its customers a “be comfortable in your skin” promotional email.
Only the email was neither comforting nor promotional.
The email that was sent by a franchise owner from the gym’s Manchester Connecticut location, was intended to motivate people to get into shape for the summer. The email outraged Mora Reinka, a member of the gym. Mora decided to tweet about how body-shaming the email was and a rather sorry attempt at humour.
This is truly rich coming from a nation that hyper advertises Mcdonald’s as the food of the gods and then make people hit the gym where trainers are out there to make you feel you’re nothing but an entity of mass.
Well, this is how I look at it. First things first, this franchise of Anytime fitness’ got a shitty copywriter. What’s the need for all that grabbing and pinching buddy? Didn’t you guys get enough of that with Trump. Jeez.
Secondly people need to stop associating comedy with making fun of people’s insecurities. A gym is a place where people can LITERALLY go to shed those excess kilos, why then would you make your customers feel like total losers? Screw everything, don’t you know how to run a business?
Update: Anytime Fitness corporate has called the franchisee (it was an attempt at “humor” ??) and apologized pic.twitter.com/hezuTMraMe— Mora Reinka (@MoraReinka) June 13, 2019
For all those who thought that the message was not offensive and was a way of motivating the customer by using reverse psychology, please remind me where did you collect your shrink degree from? The school of internet?
If anything this is playground bullying 101. Ever seen someone who got bullied say “Yeah being shamed made me feel way better, it might in fact have fixed me”. No. Nobody honestly feels that way. What’s dumb is that as a gym you’re literally trying to help this person fix the thing you’re having a laugh at. Imagine a doctor making fun of a patient’s disease because their other patients don’t have it. Sounds absurd right?
While some tweeple empathised...
That Franchisee can try to spin this but there is no way anyone would find his post humorous. He was trying to increase his revenues by body shaming people into joining and he should be ashamed! There is no excuse for making people feel bad so he can make money!— Booklover848 (@LadyBookworm117) June 14, 2019
I think this about sums up my reaction to this (...and so much of the internet generally). So sorry you had this sent to you. Totally awful. And @AnytimeFitness, care to explain yourselves? pic.twitter.com/7ezn3tla1E— Dr Beki Langford (@BekiLangford) June 13, 2019
“Be comfortable in your skin this summer” seems completely at odds with the rest of the text here.— The CBDiva (@TheCBDiva) June 12, 2019
Others missed the point. And also the train to common-sense ville.
Give me a break...sensitive much? Doesn't hurt anyone. SMILE Mora!— Tutino (@KingTut30) June 14, 2019
People are WAY OVERREACTING. It IS called fat. What else are we supposed to call fat?— Diamond Foxxx (@DiamondFoxXx2) June 15, 2019
Great letter. Everyone needs motivation— Ted (@Tedtcc225) June 14, 2019
Anytime fitness replied to Mora’s tweet being apologetic of the email and promising to address the problem.
This is not a message we support or encourage. In fact, this language is the exact opposite of how we coach our franchisees to communicate. We pride ourselves on being supportive and encouraging – never shaming. We are actively addressing this matter & we are deeply sorry.— AnytimeFitness (@AnytimeFitness) June 13, 2019
Looks like they’re going to be losing a ‘thick’ customer base after this little trick!
. Read more on NEON by The Quint.RSS & BJP’s Nehru-Netaji ‘Cosplay’: Irony Dies a Thousand DeathsFat Shaming US Gym’s ‘Humor’ Feels Like Doctor Laughing at Patient . Read more on NEON by The Quint.