Black History UK: PureGym personal trainer apologises for ‘ill-judged’ ’12 Years a Slave’ workout

A PureGym personal trainer has apologised ‘whole heartedly’ after posting an ‘ill-judged’ 12 Years a Slave workout for Black History Month.

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 has since removed the post from social media and apologised ‘to all whom I offended or angered in any way, shape or form’.

In a post to Instagram, Mr Simpson wrote: ‘For those who are coming across me this morning for the first time I am the individual who posted the ’12 Years Of Slave’ workout yesterday morning via the PureGym Luton and Dunstable Instagram account.’

Personal trainer Matt Simpson has apologised 'wholeheartedly' for his 'ill-judged' post that compared his intense workout to slavery

Personal trainer Matt Simpson has apologised ‘wholeheartedly’ for his ‘ill-judged’ post that compared his intense workout to slavery

He said it was a ‘very ill judged post which I am responsible for’ and added that he was ‘a proud black man wanting to bring his history together with his passion and profession’.

‘Unfortunately as a result have been vilified and branded racist. The branding of puregym as racist couldn’t be further from the truth in my experience,’ he added.

Mr Simpson, the assistant general manager of PureGym Luton, was criticised yesterday

Mr Simpson, the assistant general manager of PureGym Luton, was criticised yesterday

‘During my time at the company I have never experienced any racial prejudice and have always been given the tools and support needed. 

‘This is a very hard lesson for me and I whole heartedly apologise to all affected. I am deeply sorry.’

In the original Facebook post, published yesterday, Mr Simpson shared an image of a workout titled ’12YearsOfSlave’. 

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.’

MailOnline has approached PureGym for comment. 

Mr 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, 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’

It is not known whether any disciplinary action was taken against Mr Simpson following the removal of the post.

A source familiar with the matter told MailOnline: ‘It’s very sensitive and the company must do the right thing. 

‘There’s a process it will have to go through to investigate the circumstances of the post which definitely breached the social media protocols and only once it is through this can it take a course of action.’

The source revealed the backlash has been ‘traumatic’ and Mr Simpson is ‘taking time away from the business’.  

Most social media users were happy to forgive his error in judgement.

One wrote: ‘Chin up, mate. You were coming from a good place.’

Another said: ‘You seem like a good honest man that’s just made a misjudgement.. will blow over fella keep you head up, it’s nothing in the grand scheme of things.’

One penned: ‘In life we all make mistakes and we all say stuff that in hindsight we regret. Focus on doing what you do helping others and as we should all try learning and growing from our mistakes.’ 

Other’s weren’t so convinced, as one said: ‘Oh please. You’re only sorry because of the backlash Sambo. Cancelled.’

Most social media users (pictured) were happy to forgive Mr Simpson today for his error in judgement. One user said it was important to 'focus on doing what you do helping others'

Most social media users (pictured) were happy to forgive Mr Simpson today for his error in judgement. One user said it was important to ‘focus on doing what you do helping others’

Other's weren't so convinced

One said: 'Oh please. You're only sorry because of the backlash Sambo. Cancelled'

Other’s weren’t so convinced, as one said: ‘Oh please. You’re only sorry because of the backlash Sambo. Cancelled’

Another added: ‘I feel so disappointed right now, I can’t even lie.’

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

On Instagram yesterday 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.’

He praised his employer PureGym for giving him 'the tools and support needed'

He finished with 'I am deeply sorry'

In a lengthy apology post Mr Simpson said it was a ‘very ill judged post which I am responsible for’ and added that he was ‘a proud black man wanting to bring his history together with his passion and profession’

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 was asked to delete the post and a spokesman for PureGym told MailOnline the fitness brand 'apologises unreservedly'

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

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!’

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

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. 

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

‘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.’

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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