Melbourne gym UBX HQ has released a statement in regards to backlash over one of its coaches sending clients a fucked email urging them to join a new program in order to “conquer their inner bitch”.
In a statement to PEDESTRIAN.TV, the gym’s CEO said that the email in question had been sent by a franchisee from a non-UBX email to “promote” his “own separate business endeavour.”
“We have promptly addressed this matter internally and engaged in candid discussions with [the trainer],” UBX CEO Michael Jordan said.
“We have emphasised the importance of respecting our members’ trust and the appropriate use of any email database accumulated under the UBX franchise agreement, to be solely for the purpose of promoting the UBX brand and its products and services.
“The language and marketing tactics used in the email communication are wholly inconsistent with what we stand for as a fitness community.”
He explained that “while franchisees are responsible for their local area marketing, UBX HQ provides them with carefully curated templates, marketing briefs and brand guidelines.”
“We recognise that we must do better and have already implemented more stringent communication protocols and will conduct ongoing training to ensure that every member of the UBX network is supported in establishing their local presence while staying aligned with our mission and values.”
UBX (pronounced you-box) has over 90 boutique gyms across Australia, New Zealand and Singapore, and, according to its website, “delivers a unique mix of boxing and strength training across a 12-round circuit in under 45 minutes”.
The site also claims the business is “everything a traditional gym is not”, including being “fun”, “flexible”, “addictive”, and “inclusive”.
The email included disturbing language, including encouraging punters to stop being “fat slobs”.
“I’m putting together a group of men to help me test a new ‘total life overhaul’ program I’ve developed,” the email read.
“Over 12 weeks I’ll be helping them conquer their inner bitch, set their life on an entirely new trajectory, and become one fit, sexy, hard-to-kill motherfucker (AKA a real man).”
I’d argue that a “real man” is someone who’s actually in touch with their “inner bitch” and doesn’t bury their feelings like an emotionally-unavailable droid, but go on…
It continued: “It’ll be painful. But not as painful as being a fat, slow, undisciplined slob for the rest of your life.”
One recipient expressed to PEDESTRIAN.TV that they were “surprised” that the gym “uses fat-shaming as a marketing technique”.
“It’s appalling that it insinuates the idea that to be a ‘real’ man, you have to be a ‘fit, sexy, hard-to-kill motherfucker’,” he said.
He also added that he hasn’t been a client at UBX Clyde North “for upwards of a year” and now, has no plans to return.
“This email gives me the impression that UBX has become an exclusive ‘boys’ club’ reserved only for patrons of toxic masculinity,” the recipient said, noting he already “isn’t the most confident in himself and his body”.
“I feel like being in that environment surrounded by people that share the thoughts outlined in that email would be detrimental to my wellbeing.”
In his statement, Jordan said: “We will also be working closely with the member community to garner a further understanding of the current gym culture and identify any areas where we can improve. Through this we aim to make informed and meaningful changes that reinforce our commitment to a safe and inclusive fitness experience at every UBX location.
“We genuinely regret that any individual was negatively impacted by this email. It is our sincere intention to inspire and support individuals on their fitness journeys, and this incident is not reflective of our overarching vision.”
He added, “We want to reiterate that UBX celebrates inclusivity, and the understanding that every fitness journey is unique and valid. We stand against any form of ‘fat-shaming’ or offensive marketing tactics.”
Images: iStock (peopleimages)/Supplied
