PureGym has been sweating for all the wrong reasons, this week, after a post on one of its local Facebook pages, advertising a workout titled “12 Years Of Slave” designed to ‘celebrate’ Black History Month was rightly called out. The post was shared on PureGym’s Luton & Dunstable Facebook page on Monday morning with the phrase: “Slavery was hard and so is this.” Cue apoplectic social media users launching a tirade of offended criticism and an apology from the brand, who promised a full investigation. It’s going to be a long road to recovery after that blunder, with tangible actions needed such as diversity and inclusion training for its staff.