PureGym Luton: Gym is slammed for ’12 Years of Slave’ workout to celebrate Black History Month

PureGym came under fire today after a personal trainer compared his workout to the slave trade in a social media post.

Matt Simpson, a black man, posted a new workout for his clients on the PureGym Luton and Dunstable Facebook page, saying: ‘Slavery is hard and so is this’.

He wrote: ‘Entitled ’12YearsOfSlave’ (after the epic movie) this is our workout of the month designed by @mattsimpt to celebrate black history month. 

‘Slavery was hard and so is this. 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 thats how the entire workout goes.’

Matt Simpson, a black man, posted a new workout (pictured) for his clients on the PureGym Luton and Dunstable Facebook page, saying: 'Slavery is hard and so is this'

Matt Simpson, a black man, posted a new workout (pictured) for his clients on the PureGym Luton and Dunstable Facebook page, saying: ‘Slavery is hard and so is this’

Mr Simpson later revealed he was asked to delete the post and a spokesman for PureGym told MailOnline the fitness brand ‘apologises unreservedly’.

Mr Simpson, the assistant general manager of PureGym Luton, has been criticised on social media for his post

Mr Simpson, the assistant general manager of PureGym Luton, has been criticised on social media for his post

On Instagram Mr Simpson reposted the caption, adding: ‘This is the post caption along with this very picture i posted to celebrate black history month on the work social media and was ordered to remove it.’

Mr Simpson’s workout was named after the 2013 film 12 Years A Slave starring Chiwetel Ejiofor as Solomon Northup and Benedict Cumberbatch as William Ford.

Furious social media users blasted Mr Simpson for comparing a workout to the transatlantic slave trade.

Aoife Meny-Gibert wrote: ‘This is not it. You might be hoping that people pointing out your monumental error in judgement is at least “engagement”, but it is really not worth it.’

Jaye Bonser added: ‘Wow, just wow, I’m gobsmacked that someone thought this was okay to post.

‘hope you’ve seen and are taking appropriate action against this.. Maybe an apology follower by some diversity training to start with.’ [sic] 

Mr Simpson's workout was named after the 2013 film 12 Years A Slave starring Chiwetel Ejiofor (pictured right) as Solomon Northup and Benedict Cumberbatch as William Ford (left)

Mr Simpson’s workout was named after the 2013 film 12 Years A Slave starring Chiwetel Ejiofor (pictured right) as Solomon Northup and Benedict Cumberbatch as William Ford (left)

Furious social media users blasted Mr Simpson for comparing a workout to the transatlantic slave trade

Furious social media users blasted Mr Simpson for comparing a workout to the transatlantic slave trade

Mr Simpson later revealed he was asked to delete the post and a spokesman for PureGym told MailOnline the fitness brand 'apologises unreservedly'

Mr Simpson later revealed he was asked to delete the post and a spokesman for PureGym told MailOnline the fitness brand ‘apologises unreservedly’

Matt Elcock penned: ‘I don’t even know where to start on this one. Wrong, insensitive and horrendous on all levels. You have no idea what Black History Month actually represents. You should be ashamed.’ 

Jack McGurran said: ‘How many people did this pass through without anyone asking the question “wait, isn’t this incredibly offensive?”‘ 

David JW Woods said: ‘This is one of the most tasteless marketing ads I’ve ever seen. Shameful!’

MailOnline has contacted Mr Simpson for comment. 

A spokesman for PureGym said: ‘PureGym apologises unreservedly for a post made today by our gym in Luton. 

Confused social media users did not understand how a black man could compare his workout with the transatlantic slave trade

Confused social media users did not understand how a black man could compare his workout with the transatlantic slave trade

‘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. 

Laurence Fox (pictured in January) has said he will not be shopping at Sainsbury's

Laurence Fox (pictured in January) has said he will not be shopping at Sainsbury’s

‘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.’

Black History Month, originating in the US, recognises the role of black people in society. The month-long celebration was brought over to Britain in the 1980s. 

It comes after Laurence Fox accused Sainsbury’s of ‘promoting racial segregation and discrimination’ and said he would be boycotting the supermarket chain after they promoted Black History Month.

The actor, who recently announced he was launching his own political party to ‘reclaim British values’, denounced the supermarket on Twitter.

Sainsbury's said anyone who is not happy with 'an inclusive retailer' is welcome to shop elsewhere as it says it is proud to celebrate Black History Month with their communities

Sainsbury’s said anyone who is not happy with ‘an inclusive retailer’ is welcome to shop elsewhere as it says it is proud to celebrate Black History Month with their communities

He said: ‘Dear Sainsbury’s

‘I won’t be shopping in your supermarket ever again whilst you promote racial segregation and discrimination. I sincerely hope others join me. RT’

It came after Sainsbury’s announced they would be marking Black History Month, an annual celebration of achievements of the black community, recognising the central role black people have played in history.  

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