A pilates studio located in Perth’s northern suburbs has become the subject of significant online criticism following remarks made about its members. The controversy erupted after a local parenting group, operating under the Instagram handle ‘Hey Perth Mama’, inquired about a potential collaboration with the studio, Freemove Pilates. The exchange, which began in mid-August, quickly escalated from a professional discussion about social media promotion to a public dispute.
Initial Collaboration Inquiry and Studio’s Stance
The ‘Hey Perth Mama’ page, known for reviewing family-friendly activities and businesses in the area, approached Freemove Pilates with a proposal: a complimentary session in exchange for social media coverage. However, the studio declined the offer, stating a firm policy against partnering with influencers. According to the parenting group, the studio’s response was perceived as dismissive and impolite.
Screenshots of direct messages shared by the mums revealed a heated exchange. The ‘Hey Perth Mama’ group asserted that the studio should not disparage creators who recognize the value of collaborations. In response, Freemove Pilates reiterated its anti-influencer stance, characterizing influencers as individuals seeking free services, or as the studio owner put it, “modern day panhandlers.” The studio’s public response, which included a post with the explicit phrase “F*** INFLUENCERS” and a tag to the ‘Hey Perth Mama’ page, further inflamed the situation.
The Fallout: Reviews and Direct Messages
Following the public exchange, a follower of ‘Hey Perth Mama’, identified as Traci, left a one-star review on Google for Freemove Pilates. The review, which has since been removed, criticized the studio’s use of hostile language such as ‘cheapskates’ and ‘panhandlers,’ suggesting it reflected poorly on the business’s culture. This review triggered a strong reaction from the studio owner.
The owner directly messaged Traci, expressing frustration with the review. In the message, the owner defended her position as a small business owner who had simply declined a free membership. It was within this private message that the controversial statement was made: “We don’t have influencers in our studio, why? Because most of the members are mums and overweight. None of them want their fat asses splashed over TikTok.” This comment, intended as a private explanation, was subsequently shared online, intensifying the public outcry.
In a public reply to Traci’s now-deleted review, the business also labeled her a “mean girl” and accused her of employing “cancel culture aimed at a small business because it chooses to uphold values.” The dissemination of these private messages and public replies across the Perth community generated widespread attention and condemnation.
Studio Owner’s Explanation and Apology
Amidst the escalating controversy, the owner of Freemove Pilates released a video addressing the situation. In the video, she admitted to having “f***ed up” with her initial communication to the content creator and acknowledged the negative impact of the subsequent interactions. She explained that she had been experiencing a difficult personal time, which contributed to her emotional response.
The owner clarified that her comment about “fat ass” was not directed at her paying members but was a self-referential remark. She shared her personal history with weight struggles, stating she once weighed 100kg and has faced health issues throughout her life. She explained that even though she is now underweight due to a muscle-wasting disease, she still perceives herself as having a “fat ass.” Despite admitting her wording was rude, she maintained that her core message about her studio’s values and policies remained valid.
Community Reaction and Wider Implications
The incident has sparked a broad discussion within the Perth community and online regarding business ethics, social media collaboration, and the language used by businesses towards their clientele. Many commenters expressed sympathy for the studio’s members, questioning the safety and inclusivity of a space where such comments might be made, even if directed privately or self-referentially.
While some acknowledged the studio’s right to maintain an anti-influencer policy, a significant portion of the online discourse highlighted the unprofessional and offensive nature of the language employed. The consensus among many was that even if the studio disagreed with influencer culture, the manner in which this disagreement was expressed, particularly towards members and potential collaborators, was unacceptable. The situation underscores the delicate balance businesses must strike when navigating online interactions, managing public perception, and communicating their brand values, especially in the age of social media and instant public feedback.
The controversy serves as a cautionary tale for businesses about the potential repercussions of public disputes and the importance of maintaining respectful communication, regardless of the circumstances. The incident also brings to light the power of social media in amplifying both positive and negative business practices, making transparency and professional conduct paramount for maintaining a positive brand reputation.
