Gym brand Women’s Best apologises for ‘offensive’ video

A women’s fitness brand with a string of high-profile Aussie ambassadors has apologised for sharing a video mocking gym “newbies”.

A female fitness brand dedicated to helping women feel their best has apologised after sharing a video that mocked “mistakes” newbies make at the gym.

Women’s Best, a e-tailer that sells a range of gym products for women around the world, including Australia, copped heat for sharing a video ridiculing the influx of gym-goers which many fitness establishments experience in January.

The clip, created by someone else then shared on the Women’s Best social platforms, shows a woman struggling with a barbell, lunging incorrectly and flailing her legs while trying to perform a difficult pull-up.

But while the brand has since said it was meant to be a “joke”, social media users pointed out Women’s Best “making fun of someone new to the gym” isn’t on brand with their ethos of “empowering women”.

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Women’s Best has apologised for reposting an ‘offensive’ video. Picture: TikTok

The clip mocked January gym newbies over common mistakes. Picture: TikTok

As a result, the retail giant – which boasts some of Australia’s biggest fitness influencers as brand ambassadors, including Emily Skye and Tammy Hembrow – has issued a grovelling apology for “offending so many people”.

“We made a mistake and we want to apologise for it,” a statement, posted to the brand’s Instagram page, 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,” a statement, posted to the brand’s Instagram page, reads.

“The post has been the complete opposite of the above statement, as it may have led some people to feel intimidated to go to the gym and worried about being made fun of.”

It went on to state Women’s Best was “truly sorry” for the error of judgment and vowed to “do better in the future”.

However, the apology has fallen flat with some – particularly those who work in the fitness industry – with many labelling it “dangerous” and “disrespectful”.

“[In] the video the woman pointed out many things that happen commonly with people that are new to lifting. It was entirely disrespectful and everyone that was upset had every right to be upset,” one personal trainer wrote.

“Yes! This may seem like a ‘simple, humorous’ post to some, but if you truly understand and are skilled in project management, you’d know that this is misinformation that doesn’t align with the product,” another added.

Australian fitness guru Emily Skye is an ambassador for the brand. Picture: Instagram/EmilySkye

Gold Coast social media star Tammy Hembrow also partnered with the brand on a range of gym products. Picture: Supplied

A third person said: “Thank you, this video could have been dangerous to gym newbies. You are a huge platform with massive influence – if anyone had tried to replicate the moves in the video, they could have been badly injured.”

TikTok was awash with people slamming the clip, claiming a fitness brand shouldn’t mock anyone getting into the gym.

“Being your ‘best’ isn’t making fun of someone new to the gym just to sell product. Help them instead,” one said in a video.

“I was so disgusted by what I saw; you’ll never get my business again,” another wrote.