Pure Gym Renames Workout ’12 Years Of Slave’ For Black History Month

Oh dear.

Sometimes – actually pretty much very day to be honest – you come across something on social media that appears to be so misguided and stupid that you can’t understand how more than one person has signed off on it and thought that it was a good idea and this time it’s the turn of PureGym in Luton and Dunstable.

Featured Image VIA

The gym today announced that in order to celebrate Black History Month that they had devised a new workout called ’12 Years Of Slave’ based on the movie with a similar name. The thinking behind it was that slavery was hard and so is this. Oh dear – and that’s before we even get to the awful clipart and font choices on the post as well.

Image VIA

Needless to say, the post has been deleted and is getting slammed all over social media for being completely tone deaf to the situation with these being some of the best responses:

That last one was eloquent wasn’t it? PureGym have obviously moved quickly to distance themselves from the post, saying that each gym has their own social media team and that this was nothing to do with the central company. They’ve released the following statement:

This post is wholly unacceptable, was not approved or endorsed by the company and was removed as soon as it was brought to our attention.

Each of our 271 gyms has its own social media channels which are run locally. We take this matter extremely seriously and are urgently investigating how and why this post was made.

Looks like someone is getting fired hey? Probably fair enough considering how awful that post is hey?

For more of the same, check out 19 cases of accidental racism. Still awkward.


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