Gym Boxing Day Calorie Shaming Tweet

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The Christmas period is a time intrinsically linked with lots and lots of food. For most of us, this is fine – we overindulge and feel a bit rubbish. For those with disordered eating, however, things can be a little bit more complicated.

That's why tweets like the Boxing Day one from Pure Gym are far less than ideal.

The now deleted tweet (which we haven't shown here) reads: "Feeling a bit stuffed after pigging out on Christmas Dinner? See what the damage is with our calorie counter." The image accompanying the tweet showed a brightly coloured illustration of a turkey surrounded by numbers denoting the calorie content of foods you were likely to have eaten during your Christmas dinner.

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Unsurprisingly, people weren't exactly overjoyed to have their traditional celebratory meal reduced to the "damage" they had done to themselves.

What a ridiculous marketing tactic. Nobody should feel guilty for eating, no ‘damage’ has been done. A pathetic ploy to entice ppl to start the ‘new year new me’ crap. https://t.co/BuCtHKLO2Q
— Chloe Elliott (@ChloeInCurve) December 26, 2017

Just in case you hadn’t seen it... love how they deleted it without an explanation of apology ( I’ve covered it up so it doesn’t trigger anyone) ‘pigging out’ ITS CHRISTMAS STOP MAKING PEOPLE FEEL ASHAMED FOR EATING FOOD @PureGym pic.twitter.com/TW1SSqgqlz
— Christmas Evie??? (@whatevieedid) December 27, 2017

I'm disappointed in this tweet @PureGym
Christmas dinner is a once a year event and I wouldn't exactly describe it as pigging out or damage causing. Don't make people feel guilty for having a nice festive meal. Your choice of words is poor on this occasion. https://t.co/lDPy8CPAKn
— Deck the Devalls (@SarahDevall) December 27, 2017

Exercise should only ever make you feel good. The only damage here is to @PureGym’s reputation. https://t.co/JzO6rUTKg8
— Rhiannon Lambert (@Rhitrition) December 26, 2017

Completely irresponsibile message from @PureGym - gyms should be encouraging a holistic approach to nutrition and exercise , enabling people to have a balanced relationship with both entities. Also who only eats 85g Turkey on Xmas day?! Poor marketing @pure gym.
— Kit Gallagher (@kit_cat120486) December 27, 2017

Damage?! People enjoying a well cooked meal should not be seen as damage! How upsetting to see this as your marketing tactic ? How is this remotely healthy.
— Dominique Elsey (@HootDominique) December 26, 2017

The company, for its part, apologised.

"“Pure Gym believes in promoting a fit and healthy lifestyle and uses its social media channels to share tips and inspiration with its members and followers," a spokesperson told BuzzFeed. "The post in question was part of a series of lighthearted messages shared over the Christmas period."

"While not intentional, we agree that the language used was not appropriate or reflective of our company values. We have removed the post from our channels and apologise for any offence caused.”

It's unlikely that this is the last misguided tweet we will see on this topic as January approaches and wellness brands go into overdrive trying to get our attention. It's important to remember, however, that as all sorts of fad diets, detoxes and bizarre exercise routines are marketed your way, finding an exercise routine and eating habits that make you happy is just as important as making you feel healthy. Unless you're mentally happy, it's unlikely that you'll be able to find and sustain physical health, either.

Forget new year, new you. The "you" you've got right now, as long as you're happy and healthy, is A-OK.