Fit4Less defends billboard poster
Leisure Opportunities
Job search
Job Search
see all jobs
Latest job opportunities
star job
InspireAll
Competitive
Milton Keynes, UK
Horsham District Council
£23,541 - £25,991
Horsham
Impulse Leisure
£22,920 - £26,539pa (relocation package considered)
Blackshots Leisure Centre, Thurrock, Essex
Sefton Council
Grade F (£22,183 - £25,481)
Sefton, Liverpool, UK
Futura Learning Partnership
£27,000 - £32,000pa plus 10% bonus potential
West of England

Fit4Less defends billboard poster

Job opportunities
énergie Fitness
Competitive
location: Streatham, London, UK
more jobs

Fit4Less has defended a billboard poster promoting its gyms as “light-hearted fun” despite coming under criticism.

The poster, which was first pictured in Sawley, Derbyshire, features a shrek-like character and has text saying: “Tired of being … Fat & Ugly? Just be ugly at Fit4Less”.

The poster has been criticised by campaign group Combat Bullying. Natalie Harvey, founder of the Nottingham-based charity, described the poster as “filth” on Twitter. She also told the BBC that such Advertising was like “shaming people”.

Fit4Less, which is part énergie Group, has approaching 100 clubs and more than 110,000 members across the UK, Ireland and mainland Europe. The company said that it provides a selection of advertisements to its operators, which they can choose from. Andrew Croney, énergie Group’s communications and marketing manager, said the campaign is being run in other parts of the country and that the billboard in Sawley would not be taken down.

Defending the poster, Croney said: “The general response to the campaign has been very positive. The vast majority of people are seeing it as a bit of light-hearted fun. This has always been our intention.

“The whole idea behind this campaign is that it is designed to be different. Many health and fitness adverts feature the ‘young and beautiful’. This campaign is designed to engage with the wider community. It is designed to target people who do not respond to general health and fitness advertising and attract people who are not currently coming to gyms.”

Fit4Less came under fire earlier this year with a previous billboard poster of aliens beaming up a person into a space ship. Text on the advert read: "They're coming…And when they arrive they'll take the FAT ones first!"

At the time, Jan Spaticchia, énergie Group chairman and chief executive, said: “Fit4less is a brand that doesn’t take itself too seriously, the campaign is intended to be seen a light-hearted fun and we certainly don’t mean to cause offence. We truly care about the relationships that we build with the communities that we serve and our track record of helping people to transform their lives through health and fitness is testament to this.”

As part of the company’s expansion plans, it opened its first gym in Gdansk, Poland on Wednesday. membership at its UK gyms starts at £14.99 per month.

Sign up for FREE ezines & magazines
Fit4Less has defended a billboard poster promoting its gyms as “light-hearted fun” despite coming under criticism.
HAF
THUMB12731_778701.jpg

More News

1 - 15 of 43,439
20 Sep 2021
Peloton has completed the merging of its commercial operations with Precor, the equipment brand it acquired earlier this year. The new, expanded Peloton Commercial division ... More
20 Sep 2021
Half of UK adults aren't happy with their physical fitness levels, according to a study by Savanta ComRes. A poll of more than 2,000 adults ... More
17 Sep 2021
Temporary measures brought in to support businesses in the UK from insolvency during the pandemic will be phased out from 1 October, the government has ... More
17 Sep 2021
Nadine Dorries has replaced Oliver Dowden as the Secretary of State for Digital, Media, Culture and Sport in the UK – becoming the 10th person ... More
16 Sep 2021
In a major move against the gym market, Apple has revealed a number of upgrades to its Fitness+ platform, coinciding with the launch of its ... More
16 Sep 2021
Patients treated for stress in the Belgian capital Brussels will be offered free visits to museums, as part of a three-month trial designed to rebuild ... More
FreeMotion Fitness
FreeMotion Fitness
15 Sep 2021
Physical activity professionals in England will soon be able to access free, one-to-one learning with Google to get their digital marketing strategies in line with ... More
14 Sep 2021
Fitness equipment giant Nautilus has acquired VAY, a firm specialising in AI and motion technology. Based in Switzerland, VAY’s proprietary technology enables computers to understand ... More
14 Sep 2021
An award celebrating outstanding individuals in the fitness sector is to be named in honour of Jan Spaticchia, who passed away suddenly earlier this year. ... More
09 Sep 2021
David Lloyd Leisure (DLL) has reorganised its top team in order to expand its estate through acquisition, after seeing a "remarkable" bounceback in membership levels ... More
09 Sep 2021
Downtown Miami’s upcoming mixed-use development Legacy Hotel & Residences has signed a joint venture deal called Blue Legacy Ventures (JV) with faith-based nonprofit integrated health ... More
08 Sep 2021
Colin Waggett has revealed that the recent deal, which saw KSL Capital Partners acquire a majority interest in luxury health club operator Third Space, had ... More
Miha Bodytec GmbH
Miha Bodytec GmbH
08 Sep 2021
3d Leisure has acquired franchised studio operator Yourzone45 from Elms Fitness Group for an undisclosed sum. Elms Fitness is led by industry veterans Andy Kay, ... More
08 Sep 2021
Educational organisation The Power of Touch (TPOT) will host a virtual conference this October designed to educate and empower health and wellness professionals treating clients ... More
07 Sep 2021
A new, one-day conference will create a platform for a debate on how the global health and fitness industry can help tackle climate change. Organised ... More
FIBO Exhibition
FIBO Exhibition
1 - 15 of 43,439
FIBO Exhibition
FIBO Exhibition