A Dubai Gym’s Cutting Remarks On Instagram Will Seriously Divide Opinion
A Dubai gym is causing controversy with its take-no-prisoners approach to responses on social media.
Symmetry Gym, which promises results, 20 years of experience, a money-back guarantee and more has riled some netizens after posting some cutting remarks on a promo for the gym shared on Instagram.
The Sheikh Zayed Rd located gym, which state they are the ONLY fitness business in Dubai with a training system used to design individual training programmes for clients, is now grabbing attention for comments for an ad for its one-week-pass for AED579 deal. The gym called out one reader for not having success on Tinder and another comment referred to someone as an ‘illiterate bimbo’.
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The famously hardcore gym did not hold back in its responses
The post is a promo for residents to ‘test drive’ the gym’s unique system, so you can understand WHY this is the most expensive and most sophisticated personal training studio in Dubai.
Easily one of Dubai’s priciest gyms, monthly membership can set you back AED5,965
One comment by Symmetry said: “Anyone triggered by the post and the price can’t afford us and is thus automatically not a client. Now give me 20 pushups you weakling”
People called out the gym for the ‘disturbing’ replies
After one comment claimed the reader was an illiterate bimbo
Speaking to Lovin Dubai, the gym acknowledged this is a marketing strategy, aimed at attracting people with a sense of humour, and… it works!
The gyms has a success rate of over 95% once people give the gym a go. According to Amir Siddiqui, head trainer at the gym said, “the promo post and my new marketing campaign has been designed to attract extremely intelligent and tuned-in people – who also have a sense of humour – and who realize that if my marketing is SO confident, over-the-top, and almost brash – that my service must be as good as I claim. And it’s working unbelievably well. Once people try us out – over 95% of them sign up. I don’t think any fitness business has that sort of close rate in the world.”
https://www.instagram.com/p/CDeI8Vrp2AT/
“I needed to find a way to get attention and I did”
Every business was affected during COVID, particular Dubai gyms and and we’ve seen a number of well-established names close their doors recently. Asked if he thinks the responses would affect his business positively or negatively, he said, “I don’t care what people think because I’m not in this as a businessman; I’m an artist running a business. And in a post-COVID world, I needed to find a way to get attention and I did; a lot of attention.”
He said his choice was a daring one, his gym is expensive and he wants his business to represent the opportunities Dubai can offer people from all over the world
“My message is not demeaning or dismissive of people with low financial means – it’s just speaking DIRECTLY to the ultra-wealthy. Something that no one else has dared to do in any other business in the history of capitalism. I love Dubai and I want my business to represent the incredible opportunities Dubai offers people from all over the world.”
It’s a marketing style that will certainly divide opinion
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