A UK gym has apologized for a tone-deaf advertisement on Facebook about a “12 Years of Slave” workout to mark Black History Month, according to reports.
“Slavery was hard and so is this,” PureGym wrote about the workout designed for October, the Independent reported.
The workout – riffing off the title of the Oscar-winning movie “12 Years a Slave” — includes 12 moves.
“The twist to this is one rep of your first exercise, two of the second but before you move on to the third exercise which is also three reps you must start at the beginning to move on 😉 AND that’s how the entire workout goes,” the ad read on the PureGym Luton & Dunstable Facebook page.
Many people denounced the gym’s post with one saying it had an “offensively tone-deaf marketing team” while another said it was “wrong, insensitive and horrendous on all levels,” the BBC reported.
In a statement, PureGym apologized “unreservedly” for the “wholly unacceptable” post, which “was not approved or endorsed by the company and was removed when it was brought to our attention.”
The company added: “We take this matter extremely seriously and are urgently investigating how and why this post was made.”
The UK’s largest gym chain by membership said: “Each of our 271 gyms has its own social media channels which are run locally.
The 2013 movie starring Chiwetel Ejiofor was based on the memoirs of Solomon Northup, a black musician sold into slavery in 1841.
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