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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

Luton and Milton Keynes David Lloyd reopen for outdoor fitness

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Luton and Milton Keynes David Lloyd reopen for outdoor fitness

With their large open air spaces, David Lloyd Clubs is in a unique position to be able to offer an extensive programme of much-needed group exercise, tennis and swimming for all the family at its clubs across England.

The Covid-19 pandemic has proven just how important our physical and mental wellbeing is, and after the last 12 months of lockdowns, David Lloyd Clubs is delighted to finally reopen to help the nation to get motivated and inspired to reset their habits, as well as benefit from the sense of community and seeing other members after many months of isolation.
 
The clubs’ open air spaces will allow members to safely take part in a range of outdoor activities, all strictly following Government guidelines, offering activities which improve strength, flexibility, mobility and support a healthy immune system.

Luton and Milton Keynes David Lloyd reopen for outdoor fitness

Photo credit: David Parry/PA Wire

There will be an extensive programme of up to 85 group exercise classes a week – from yoga, Pilates, group cycling classes and bootcamp style workouts, along with some other David Lloyd Clubs favourites including Battlebox and Blaze, all led by expert instructors.  The majority of outdoor classes will take place under open sided marquees and giant umbrellas to shelter members from the elements.
 
Personal trainers will also be available for those looking for added motivation after lockdown. In addition, outdoor tennis will be open for one-to-one coaching, singles and doubles play. The heated outdoor swimming pools will be open every day where available.
 
The Group awaits confirmation that it can reopen its indoor facilities as part of the next stage of the roadmap on 12th April, alongside non-essential retail.

As the fitness and health industry makes its first steps to reopening after Lockdown 3, it is also calling on the Government for greater financial support, with increased rates relief for fitness businesses plus reduced VAT similar to that offered to the hospitality industry, so that this important sector, which has been closed for around nine months in the last year, can begin its recovery from this devastating crisis.
 
Glenn Earlam, CEO David Lloyd Clubs commented: “We’re delighted to be able to reopen for outdoor exercise. Our outdoor clubs in Scotland and Wales have proved to be very popular and our members have told us how much they have missed their clubs in England so we know that this move will mean a lot to them.

Luton and Milton Keynes David Lloyd reopen for outdoor fitness

Photo credit: David Parry/PA Wire

We’ve shown that we can operate safely, but despite this, fitness and leisure centres have been closed for the best part of nine months in the last year. With very little income in the last year, we desperately need more financial support from the Government. Whilst we appreciate the assistance that we have received while we have been closed, the Government’s budget earlier this month offered our industry little comfort for the future.

Our sector will play an important part in the nation’s recovery from the pandemic. These last 12 months have taught us all to prioritise our health, and gyms have an essential role to play in getting the nation back on its feet. Exercise strengthens the immune system, protecting against viruses such as flu and Covid-19 and helps combat obesity and diabetes, which are significant mortality factors.

Luton and Milton Keynes David Lloyd reopen for outdoor fitness

David Lloyd Luton
Located on Capability Green Business Park just off the M1, David Lloyd Luton is a boutique fitness destination for the whole family
910 Capability Green,
Luton LU1 3LU

David Lloyd Milton Keynes
Set in a leafy spot between Campbell Park and Willen Lake, David Lloyd Milton Keynes is far more than just a health club.
Livingstone Dr, Newlands,
Milton Keynes MK15 0DL

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Fashion

Footwear review – On Running Cloud Hi Monochrome shoe

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Cloud Hi Monochrome SS20

Since the days humans put leaves on the soles of their feet, there has always been a trade off between performance and style. Across their range, Swiss-based On Running seem to have got the balance right between high performance running shoe and stylish wearable trainer. With more time to enjoy the great outdoors, we are reviewing On Running’s Cloud Hi Monochrome running shoe as part of our Get Active campaign.

Fashionable Functional Footwear

Finding truly-fashionable footwear for off-road walking and light hiking has always been difficult because of the trade off of durability and strength for looks and comfort. Many of us living in the Three Counties know the change from rural to urban settings could be as little as a few steps down an alley. And it is for this reason we have chosen to review the Cloud HI Monochome which seems to cover all bases.

The New Cloud HI Monochrome

Launched for SS20, the Cloud HI Monochome is a new version of the popular Cloud HI. Available for both women and men in a selection of bold colours, the Cloud HI Monochome has been designed and marketed for everyday use and light off-road hiking.

Before we get into the construction of the shoe, let’s take a moment to look at available colours. The Mens range is available in a safe all-year round navy, a striking camouflage “camo” green and plain tan. In order of preference, I would have to go Camo, Navy then Sand – Sand being a more difficult colour to match with jeans/trousers.

If you like to standout, the Women’s Cloud Hi Monochrome are available in three statement colours. These pastel based colours are Cashew, Endive and Mineral. With 2020 colour trends Cantaloupe and Mellow Yellow in mind, these inspiring colour choices will be a great addition to your wardrobe. The bold two-toned uppers are vividly brought to life thanks to the white lower.

 

Is the Cloud Hi Monochrome comfortable?

The answer is really dependent on your foot shape. If you have an extremely wide foot, it may not be the most comfortable shoe for extended walking. For the average foot, the Cloud Hi Monochrome is really comfortable. Little touches like the extended soft-touch tongue adapts to the contours of your foot, giving even more comfort to the step-in design. A vegan suede upper and taped-seam finishing offers a smooth look and feel. None of the materials have that ‘abrasive’ feel which you can get on common running shoes.

On Running Hi Cloud Monochrome

What materials is the Cloud Hi Monochrome made from?

The upper is made from vegan leather, suede and canvas whilst the sole is made from Helion™ foam that is resistant to changing weather conditions. Speed-lacing system for quick adjustment.

The lower section of the shoe is made from a foam construction that absorbs impacts and provides protection against injuries. The Cloud Hi Monochrome is a solid shoe but weighs only 292 grams. Speedboard™ built in the sole provides effective movement and efficient energy transfer from landing to take-off.

On Running Home Try On offer

You can currently test out any On shoes or gear in your home workouts for 30 days commitment-free. If, by the time the 30 days are up, you’re not convinced, On Running say you can send the products back for a full refund, no questions asked. There is a limit and terms are available online.

Is the Cloud Hi Monochrome worth buying

Most certainly yes. When you consider that most of the must-haves on the checklist are covered, the Cloud Hi Monochrome is great value priced at £159.99 RRP. Durable, fashionable and practical for most causal outdoor occasions, the Cloud Hi Monochrome is worth buying.

On Running Hi Cloud Monochrome

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Eating

Join Cooking & Carafes for a Pasta Making Workshop with a Twist!

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Pasta Making Workshop
Kate from Cooking & Carafes has added an array of Pasta Making Workshops to her events this year. She’s teamed up with different people and venues to give each workshop something unique and different.
The first of the events is Pasta & Pilates on 23rd February at the urban chic location of Benk + Bo near Spitalfields market. Enjoy an hour’s pilates session with Vicky Ford before rewarding yourself with a glass of Prosecco and antipasti. Then get stuck in as you learn to make fresh pasta!
Join Cooking & Carafes for a Pasta Making Workshop with a Twist!

Pasta Making Workshop with a Twist!

March sees two great events, starting with a pasta making workshop combined with Cheese and Charcuterie Tasting. Kate has teamed up with husband and wife duo, Suellen and Nick who run Gourmet Adventures to deliver the ultimate foodie night at The Mill House, Hertford. While Kate focusses on the pasta Nick will take guests through a tasting of two delicious cheeses and three charcuterie – all from British producers.
Next up is Food, Friends & Fiction with Author Lucy Knott and her sister, Kelly who form The Blossom Twins. This workshop combines a love for all things Italian, hosted at Signorelli, an Italian deli in Queen Elizabeth Olympic Park, guests will enjoy Olive Oil Tasting with Filippo Berio, a Q&A with Lucy about her latest novels set on the Amalfi coast, and of course Pasta making, finished off with some baked treats from The Blossom Twins.
April sees a new location for workshops in the picturesque village of Furneux Pelham. As an avid rider, Kate rides regularly at Brook Cottage Farm and can’t wait to host her first pasta making workshop in their newly converted hay barn!
Join Cooking & Carafes for a Pasta Making Workshop with a Twist!

Pasta Making Workshop with Cheese and Charcuterie Tasting

For this Pasta Making Workshop, Cooking & Carafes have teamed up with Gourmet Adventures to bring you a little extra indulgence in the session. Explore the tastes of two kinds of cheese and three charcuterie from UK producers, and learn to make pasta from scratch.

You will be welcomed with a glass of fizz on arrival, fresh bread, and Filippo Berio Olive Oil before you learn the art of pasta making; from making the dough to rolling it, and creating your very own handmade farfalle.

You can find out more information at www.cookingandcarafes.co.uk/events including dates and prices.

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