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PureGym offer apology for Luton & Dunstable gym marketing faux pas

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PureGym offer apology for Luton & Dunstable gym marketing faux pas

PureGym have had to apologise for the local Luton & Dunstable gym after a post of a ‘slavery-based’ fitness workout was published on their Facebook page – Five days into Black History Month.

If there was ever a lesson to be learned on cultural sensitivity, this marketing ‘faux pas’ would be it. The intense and insensitive workout was inadvertently promoted on the Luton & Dunstable PureGym Facebook page as ’12 Years Of Slave’. It would seem that the author of the post has leaned upon inspiration from the Oscar-winning 2013 film “12 Years a Slave”. Mistake number one.

Whilst it is obvious that there was no racist intent behind the post, the incident has raised a number of questions around companies and brands attempting to enter the choppy waters of political and social discussions.

Describing both slavery and the work out as ‘hard’, the author of the post goes on to describe the workout. ‘The twist to this is 1 rep of your 1st exercise, 2 of the second but before you move on to the 3rd exercise, which is also 3 reps, you must start at the beginning to move on. AND that’s how the entire workout goes.’

The workout itself consists of 100m sprint, push-ups, box jumps, deadlifts, burpees, and some good old squats thrown in for good measure. Nothing about this can be compared to a day of enforced enslavement. That is where the second mistake lies for PureGym. The author of this post clearly is not a marketing expert. Nothing about the post was written with racist intent. Nothing about the post was written with thought. It was an opportunistic move as the same post had been previously used a year ago by the author at a different location.

The sad thing about this whole car crash is a few hours before posting the advert for the ’12 Years Of Slave’ workout, the Luton & Dunstable gym posted an inspirational message about celebrating Black History.

A statement from PureGym has since apologised for the post, saying that it was a decision made by the local branch. The statement said: “PureGym apologises unreservedly for a post made today by our gym in Luton. This post is wholly unacceptable, was not approved or endorsed by the company and was removed as soon as it was brought to our attention. Each of our 271 gyms has its own social media channels which are run locally. We take this matter extremely seriously and are urgently investigating how and why this post was made.

Lover of all things FAST. If I am not in the office, you can find me near a track or under a car. I also work with great people in TrendLife's Editorial team.

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Fitness

David Lloyd Beaconsfield opens new luxury spa & upgrades gym

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David Lloyd Beaconsfield opens new luxury spa & upgrades gym

David Lloyd Beaconsfield has received a significant multi-million pound investment to firmly position it as the area’s leading family-friendly health, spa, fitness and racquets clubs. The Club offers unrivalled facilities to support members with their health and wellness needs, whether that be fitness, relaxation or socialising with friends and family.

The centre piece of the redevelopment is the luxurious super-spa; known as the Spa Retreat. Set within a newly built area of the club, it’s a world away from anywhere, with extensive state-of-the-art facilities. Heat, cool and relax are the three guiding principles of the expertly designed ‘spa journey’, scientifically designed to boost overall wellness and help relax, unwind and escape. There are few better activities for overall wellness than spending some much-deserved down time relaxing in a spa.

Along with the investment in the relaxation facilities, there will also be significant upgrade to the gym and group exercises studios. Fitness enthusiasts can up their performance with all new equipment in the state-of-the-art gym. The existing High Impact and Spin Studio will receive a refresh and a brand-new Mind and Body Studio will be built.

David Lloyd Beaconsfield
As part of the investment David Lloyd Beaconsfield now offers an exclusive group exercise personal training program – Delta. Delta offers members the chance to work in small groups of like-minded people, prepare to be inspired and motivated by an expert coach fast tracking individuals to peak fitness on a 6-week course. Set on the bright airy revamped gym floor, Delta thrives to push members to their peak fitness.

Investing in the future for David Lloyd Beaconsfield

David Lloyd Beaconsfield’s General Manager, Mary Jones said: “We’ve promised to invest in the club to make it bigger and better than ever. Our brand new luxury Spa Retreat is set to rival the top spas in the UK and I think our members will love the new stylish indoor and outdoor spas which are a stunning place to relax and unwind after a workout or busy day. In addition, we’ve also launched our new Personal Training class Delta, which offers members the opportunity to really push themselves to their limits. This investment is exactly what the Club needed and firmly places it as the top health and fitness clubs in the area.”

In addition to the new and refurbished facilities, David Lloyd Beaconsfield offers DL Kids facilities with over 30 hours of inclusive junior sessions each week, outdoor tennis courts, adults and kids splash pool, group exercise studios including a dedicated cycling studio, a restaurant and café bar, crèche and free members Wi-Fi.

David Lloyd Beaconsfield Address

Glory Mill Ln, Wooburn Green, High Wycombe HP10 0BY

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Apparel

Milton Keynes activewear brand Gymcub Apparel opens Christmas pop-up

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Milton Keynes activewear brand Gymcub Apparel opens Christmas pop-up

GymCub Apparel, the Milton Keynes born activewear and leisure brand is set to open a pop-up store at Midsummer Place, Milton Keynes following a successful launch online earlier this year. Opening at 10am on Wednesday 1st December, the brand – which has a growing fanbase in the local area – will welcome guests throughout the festive period and into the New Year, for a limited time only.

Marking the opening of its first ever physical store, the brand – known for its bold and daring designs – will sell its best-selling items including its co-ord signature tracksuits and hoodies, as well as its much-loved t-shirts, vests, leggings, and cropped tops. It will also launch a brand-new limited-edition line which will be exclusively available in store only.

Located opposite Victoria’s Secret, the stylish activewear brand which has been spotted on a host of reality TV stars including Love Island’s Connor Durman, Emma Woodhams and TOWIE’s Roman Hackett will finally be available to purchase in store for the first time ever and will celebrate by sharing an exclusive 50% discount to first time customers on Friday 3rd December.

Richard Cayless, Owner of GymCub Apparel commented “GymCub Apparel was born here in Milton Keynes, so it only felt right to open our first ever pop-up in the city. We’ve had a successful launch period, growing our community online and this marks the next step in building that fanbase further. Our ethos is all about looking great and feeling great and that will be reflected in our instore experience”

Milton Keynes activewear brand Gymcub Apparel opens Christmas pop-up

He continued “We know Christmas is always a busy period, with lots of people on the lookout for the perfect gift and we cannot wait to bring our bold and daring designs to Milton Keynes. We cannot wait to welcome everyone when doors open at 10am on Wednesday.”

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The Gym offers Three Counties the chance to go ‘swear zero”

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The Gym offers Three Counties the chance to go 'swear zero"

Winter is coming, Christmas is calling, and while Santa is still busy in his workshop, The Gym Group has a present for the nation that will spread yuletide cheer and positive energy in equal measure.

To keep everyone feeling good, both mentally and physically this Christmas, The Gym Group has teamed up with sustainable business owner Montana Brown to launch its campaign for the festive season, Sweat Zero. Montana has swapped the board room for the iron paradise and in partnership with The Gym Group, is offering everyone, no matter what their fitness goals, the chance to zero out on all the goodies and treats we all deserve to enjoy.

To make good on this promise, from today, The Gym is offering 5,373 free three-day passes, to those in the South East of England including The Three Counties – which is exactly the same number of average calories consumed by an adult on Christmas Day.

Speaking about the partnership, Montana said: “After the wash out that was last Christmas, we all deserve to celebrate this year. But finding a balance between keeping active and indulging can be very difficult (especially for me as I love Yorkshire puddings!). That’s where Sweat Zero from The Gym Group comes in as it’s helping the nation to enjoy the festive fitness period with free passes, allowing you to give the gym a go. No matter who you are, your shape or size, The Gym Group will help you stay active and get your body moving this Christmas so we can look after our bodies physically and mentally to make the most of the big day / the whole Christmas period in my case.”

Like the term Net Zero, Sweat Zero is all about helping to strike a balance between living your life and being fit and healthy by removing any of the guilt which can come after some serious Christmas overindulgence. Whether you want to burn off the Baileys or bench press the brussels with a three-day free pass guests can visit any of the 200 nationwide The Gym Group venues, to experience their high spec kit across cardio, weightlifting, toning and class zones plus unlimited classes and access to a team of highly qualified personal trainers.

Redeeming the free three-day pass is super simple. Just visit The Gym group website, find a gym near you, choose a day passes membership and three-day pass, then select the dates and enter the promo code SWEATZERO.

The Gym locations in the Three Counties

The Gym Bedfordshire

The Gym Luton

The Galaxy Centre
1 Bridge Street C1
Luton LU1

The Gym Bedford

Alban Retail Park
London Rd
Bedford
Bedfordshire
MK42 0NW

The Gym Buckinghamshire

The Gym High Wycombe

Red Lion House
Castle Street
High Wycombe
Buckinghamshire
HP13 6RF

The Gym Aylesbury

6-8 Great Western Street
Friars Square Shopping Centre
Aylesbury
HP20 2PU

The Gym Milton Keynes

Phoenix House
Elder Gate
Milton Keynes
MK9 1AW

The Gym Hertfordshire

The Gym Watford

Imperial Park Imperial Way
Watford
Hertfordshire
WD24 4JF

The Gym Hemel Hempstead

Leisure World Jarman Way
Hemel Hempstead
Hemel Hempstead
HP2 4JS

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