Fitness boss hits back in ad row

The owner of a Sunderland fitness organisation has defended himself after an advertisement promising to “make you look better naked” sparked fury online.

The Skinnypigs exercise class banner was placed on the Territorial Army Centre building, in Tynemouth, with a number of people speaking of their anger at it on Twitter.

Some have objected to the banner being placed near King’s Priory School.

But Skinnypigs owner Jonathan Hair has told the Echo he is shocked at the reaction, arguging that the idea is “tongue in cheek”.

Jonathan, of South Hylton,Sunderland,who hasbeeninvolvedinTwitterspatswithanumberof people since criticism of theadvertwasfirstaired, said: “I would’ve understood if any of this was constructive criticism but none of it was.

“The tweets I’ve read say the banner is “disgusting” and shameful”, but the advert is tongue in cheek. I’ve helped over 100,000 women, of all sizes, with their confidence since I started Skinnypigs seven years ago but I’ve been hounded by a lynch mob it feels like.

“Frankly it’s disgusting. I’ve never had a problemwiththiskindofthing before but it seems as if one person has taken issue and it’s ignited something. The whole thing has made me feel ill.”

Skinnypigs employs about 50 people to carry out fitness sessions at various North East locations.

Mr Hair added that similar adverts are often designedtopokefunand not be taken seriously.

“Ijustthinkitisamassive overreaction, but thisseemstobethetrend at the minute,” he said.

“It’s just a silly slogan which isn’t meant to be taken seriously at all.

“Everyone seems to be want their own slice of viral fame.”