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Instagram’s 10th Birthday, and PureGym’s Severe Mistake

PureGym Apologies For Its Franchise’s Slavery-Inspired Workout

Pure Gym have found themselves in a less-favourable position after a personal trainer posted an ill-judged ’12 Years of Slave’ workout routine at its Luton & Dunstable franchise. Beyond removing the post, PureGym has been desperately working to iron out the ensuing bad press and apologising ’unreservedly’ for the distasteful named workout.

The now-deleted post in question initially appeared on PureGym Luton & Dunstable social media channels, advertising its ’workout of the month’ as a Black History Month special. Entitled ’12YearsOfSlave’, the post even admits it is named after ’that epic movie’.

After PureGym was met with a swift backlash online, it was quick to apologise for ”the inappropriate post on the Luton & Dunstable gym social media channels.” The post highlighted the fact that it ”was not approved or endorsed by the company and was removed when it was brought to our attention.” Pure Gym members are cancelling their memberships and being criticised by GB Olympic medallist Dina Asher-Smith, a PureGym ambassador, sharing her disbelief that ”somebody thought this was okay.”


Instagram Hits Their 10th Birthday Today

The picture and video sharing platform first came onto the scene on the 6th October 2010. It was unlike any other social media apps that had come before, with its main focus on images and visual content. 

Check out the infographic below to see their journey thus far!


CEEK'S Daily Marketing Tip

Know Your Target Audience:

Fully grasping who your audience is and how to best market to them, is critical for your brand. You need to comprehend who your potential buyers are, before you try to market to them. Failing to highlight this, can lead to unsuccessful attempts of reaching your target customers, but also acquiring the wrong type of audience!

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