When building a fitness brand intended to “inspire and empower women around the globe to become the best version of themselves” (quote taken from site verbatim), it’s best to try your hardest not to undermine and humiliate your key target market.
Unfortunately, Women’s Best, a US fitness brand endorsed by numerous Australian influencers, has fallen well short of this objective after reposting a viral TikTok video poking fun at first-time gym-goers and mocking the “mistakes” they made.
The clip, shared on the Women’s Best social platforms, portrays a woman struggling with a barbell, lunging in the wrong way and flailing her legs while attempting a difficult pull-up.
The fitness e-tailer selling a range of female-focused gym products copped significant backlash after posting the reel, causing them to issue an apology via Instagram.
“We made a mistake and we want to apologise for it,” the statement reads.
“We reposted a TikTok video that completely misaligned with our brand values.
“Our mission is and has always been to support women along their fitness journeys, regardless of their fitness level.”
Followers across social platforms expressed mixed responses, with some reluctant to accept the apology. Others suggested the situation was a case of people being oversensitive.