Yeah, I’m totally calling you a dumbass, Gold’s Gym.
And it feels so good because…well, it’s true. Whoever is running your shit over in Egypt, where this original image was created, is embarrassing you. Actually, they may lose you a ton of money from all the pissed off pear-shaped goddesses out there flipping you the bird. You’ll also be losing a ton of respect, street cred, humanity and all sorts of other intangible things you want to run a successful business.
Bottom line: you suck.
This may possibly be THE example of why you need good rules of how to “not be an asshole online and piss off all potential customers” playbook for the marketing departments for franchises…’cause they may not all be on the same level. And, you can end up looking like a dumbass. Like Gold’s Gym.
It literally says dumbass on the image so it must be true.
Here’s the original image, which might I add is borderline eating disorder promoting. But I guess if you obsessively exercise because you are trying to look more like NOT A PEAR then Gold’s Gym is for you. Or not. Who knows.
What I will say other than the fact that they are all dumbasses over there….is if you have a pear-shaped body, YOU ARE A GODDESS. Don’t let these assholes make you feel like you are less of a person because you are not. If you look like a beanpole, YOU ARE A GODDESS. Don’t let those assholes make you feel like you are less of a person because you are not. If you have an apple shaped body, YOU ARE A GODDESS. Don’t let those assholes make you feel like you are less of a person because you are not.
Actually, whatever shaped body you have YOU ARE A GODDESS. Don’t let those assholes make you think you are less than a person because you are not.
Evidently this is NOT the first time Gold’s Gym has been in the hot seat for offending women. If you are a breastfeeding mother in Virginia or Wisconsin, you may want to stay clear of Gold’s Gyms owned by Lowell Management Group. You can’t breastfeed your baby over there without getting kicked out and then verbally abused by the owner via email.
And this is also NOT the first time we have called out a gym for disgusting weight bias messages. Anytime Fitness CEO in 2011 decided that “money is allergic to fat people” to get attention for his failure of a book. That was interesting to say the least. He got attention. Perhaps not the kind he wanted. I especially loved the part where I got attacked by his PR team for calling him on it. #freedomofspeechbeeeeyach
I met the Corporate Vice President of Marketing for Gold Gym on a plane once. This was like six years ago. I’m wondering if he’s still there. When I’m done with this post, I’ll email him to see if he’s gotten canned or not. If not, these choice little nuggets are for him.
Dumbass Mistake #1: Women Who Work Out Don’t Have Pear-Shaped Bodies
Actually, I think women who have pear-shaped bodies won’t be working out at Gold’s Gym. *snort*
(Updated 8.17.16: Gold’s Gym corporate has since fallen on the sword to apologize to all the women out there. But I’m HIGHLY recommending that they moderate their comments more on their Facebook wall. Right now it’s free reign on sexist pigs abusing women in there still.)
Dumbass Mistake #2: Apologizing WHILE You Are Offending
I think someone at Gold’s Gym may not understand what an apology actually is. I know what happened behind the scenes in dumbass land. It went like this.
Marketing dumbass: “Hey I got an idea. Let’s offend half of American women and then apologize WHILE doing it…that way we can get all that unpleasant stuff out of the way beforehand. And then we can just all move on quicker.”
Dumbass in Charge: “Hey that sounds like a great idea!”
(Updated 8.17.16: Since this post was created the Gold’s Gym Dreamland Facebook Fan page has been shut down so you can’t see everything now. But they were apologizing in the status update where they were also hosting the image above. It was like “I’m going to offend you AND apologize at the same time” kinda thing. Very weird.)
Dumbass Mistake #3: Continuing to Promote Image After Everyone Says Your Apology Sucks
I think they must not be on the uptake over there. Perhaps at that specific gym location people aren’t very abundant up north. I’ll let them go ahead and interpret that word salad to their colleagues. The ones who “get it” are saved.
(Updated 8.17.16: The original page has been taken down so you can’t see how the owner was defending his position after apologizing for it. Very weird. And again, I’m not sure they understand what an apology is in Dreamland land.)
Feel free to share, steal, and promote this image. I think dumbassery ESPECIALLY when it promotes eating disorders need to be called out for what it is….dumbassery.
Gold Gym released a statement and we are honoring that here below. I would also like to state that in the comments below this statement online there are some very heavy sexist trolls that are given free reign to abuse and call other commenters names. If Gold’s Gym really wants to make a statement, they should back it up by moderating their page starting now. I hope that by the time you read this, it’s fixed.
“Dear Gold’s Gym Members, Followers, Franchisees and Team Members Around the World,
Words cannot express how shocked and appalled we were by the recent posts of Gold’s Gym Dreamland, a sub-franchise in Cairo, Egypt. Not only were they offensive and disgusting, they go against everything we believe in and stand for. For years we have been dedicated to helping people feel empowered by fitness, not intimidated or ashamed by it. We believe that strength comes in many forms…be it physical, mental or emotional…and that our purpose (and rallying cry) is to help people Know Their Own Strength.
Upon learning of this sub-franchisee’s insensitive posts, we immediately took action by working with Facebook to have their page removed. Also, after consultation with our master franchise in Gold’s Gym Egypt, we are in the process of expediting the termination of this sub-franchisee’s agreement. This incident only confirms that Gold’s Gym Dreamland does not uphold the values and inclusiveness that Gold’s Gym promotes throughout our global network.
With all of this said, we sincerely apologize for these posts. Even though they were created and posted without our knowledge, they were associated with our logo and there’s no excuse for that. We are currently reviewing our internal procedures for how both domestic and international franchisees create and share social media posts so that nothing like this ever happens again.
More importantly, to our members, fans, team members and franchisees around the world, we share your anger. We are mothers, sisters & daughters too and this is unacceptable. We understand that as a brand with a presence in 30 countries, we have a responsibility to spread a message of empowerment. To let people know that no matter where you live or who you are, fitness should make you feel strong in every way possible.
That’s our commitment. Always.
We hope everyone will also take just a moment to see what Gold’s Gym is really all about. You can simply visit our website or Facebook page to see our official campaign, which features incredible people of all shapes and sizes from around the world using determination, passion and inner strength to achieve incredible things.
Yours in Health & Fitness,