US fitness franchise pulls contract with Egyptian partner over body-shaming ad
Gold's Gym terminates contract with Cairo branch after advert sparks online outrage
An offensive body-shaming advertisement depicting a picture of a pear with the message "this is no shape for a girl" has cost a Cairo gym its partnership with US fitness giant Gold's Gym.
The American gym franchise is terminating its agreement with one of its Egyptian sub-branches after the image, which featured the Gold's Gym logo, sparked online outrage.
Gold's Gym called the advert "offensive and disgusting" saying it went against "everything we believe in and stand for."
"After consultation with our master franchise in Gold’s Gym Egypt, we are in the process of expediting the termination of this sub-franchise’s agreement," the company wrote on Facebook.
A second advert showed a 'before and after' of a pear flipped upsidedown.
Gold's Gym Egypt issued an apology for the image.
"Gold’s Gym Dreamland has by no means any right to speak for the Gold’s Gym Egypt community," the Egyptian franchise said, referring to the Dreamland branch in a Cairo suburb that posted the advert.
The American company said it was reviewing internal procedures for branches in the US and abroad in order to ensure "that nothing like this ever happens again."
On Wednesday, the BBC reported that an Egyptian state broadcaster suspended eight female TV presenters who were told to lose weight or lose their jobs.
The Women's Center for Guidance and Legal Awareness said the Egyptian Radio and Television Union (ERTU) was violating the constitution with the move, adding that it was a form of violence against women.
(Staff with agencies)