‘We don't go to the gym to be perved on by men’: Gym sparks a sexism storm with its ‘creepy’ poster of a woman’s half-naked bottom
- UFit Fitness has been branded a 'disgrace' by hundreds of gym-goers
- The Cardiff-based gym installed a giant poster of a woman's behind
- It read: 'There's better things to be stuck behind than the car in front'
- One tweeted: 'Women don't go to the gym to be treated as a sex object'
A gym popular with students has come under fire after installing a 'sexist' billboard featuring an image of a woman's half-naked bottom.
UFit Fitness, based in Cardiff, has been branded a 'disgrace' by female gym-goers over the giant poster which featured the words: 'There's better things to be stuck behind than the car in front'.
The image, showing a woman's thong-clad derrière sitting on an exercise bike, was installed along the route of last weekend's Cardiff Half Marathon - meaning it would have been seen by around 22,000 runners.
The poster, which shows a woman's thong-clad derriere sitting on an exercise bike, reads: 'There's better things to be stuck behind than the car infront' and was installed in Cardiff
But as pictures began to circulate on Twitter the gym was dragged into a sexism row, with hundreds of people demanding an explanation from UFit.
Kayleigh Bell wrote: 'Oh f*** off @ufit_fitness. Where to begin with this? Women don't go to the gym to be perved on and treated as a sex object by men.'
@FozCornwall added: 'Well done @ufit_fitness. You put a HUGE lot of females off from joining the gym - and men too. Sort out your #sexism #softpornfitness.'
Twitter user Elyse labelled the ad 'obscene' and said she was even considering cancelling her newly-purchased membership.
And she clearly wasn't the only one who said she'd been put off the gym, with Eleanor chiming in: 'I wouldn't want to go to a gym which encouraged ogling. Creepy. And that arse is intimidating.'
Sarah Worley-James said she was 'deeply offended' by the advert and called on UFit to 'respect women' more.
Others suggested the ad was 'old-fashioned' and belonged in a bygone era. Nicola wrote: 'I didn't realise we were still in the 80s.'
Some Twitter users questioned the reasoning behind the ad campaign, with Rabab Ghazoul asking: 'What in anyone's name possessed you to think this image was on any level ok?'
Alice Gray tweeted a picture of the 'sexist' advert amid a backlash on social media, with some Twitter users suggesting that poster was 'old-fashioned' and belonged in a bygone era
Theodore Apollo called for the gym to sack 'whoever came up with that objectifying advert'.
Zoe replied sarcastically: 'What's really missing from my workout experience is a gym that encourages men to sexually objectify me!'
While Hannah Pollak questioned the timing of the advert during Women In Sport Week. She said: 'It's the start of #WSW16 which celebrates and empowers #womeninsport and @ufit_fitness decide to shamefully sexualise women in this ad...'
MailOnline has contacted UFit Fitness for comment.
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