A U.K.-based gym chain, Fit4Less, is under fire for using a provocative marketing approach that critics say amounts to fat-shaming in an effort to attract those indifferent to fitness.
Unlike most fitness advertisers who use aspirational imagery to inspire potential customers, Fit4Less’s campaign directly targets people’s insecurities, prompting significant backlash.
Despite the criticism, Fit4Less has not issued an apology. Instead, the gym released a statement to the BBC, explaining: “Fit4less is a brand that doesn’t take itself too seriously. The campaign is intended to be seen as light-hearted fun, and we certainly don’t mean to cause offense.”
While some individuals, presumably those already fit, found the campaign humorous, many others were outraged. A review of the Long Eaton Fit4Less’s Facebook album confirms the gym’s casual, irreverent approach to fitness marketing.
However, regardless of their intent to entertain, fat-shaming remains a harmful tactic. If Fit4Less aims to attract more members, they might need to reconsider their approach and focus on inclusive and positive messaging.
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