PureGym faces boycott calls after CEO's perceived pro-Israel remarks

Calls to boycott the popular chain PureGym have gained traction on social media after the company's CEO appeared to support continued UK arms exports to Israel.

Speaking on the BBC's Question Time programme, Humphrey Cobbold said: "We should support, in general, the Israeli government in being able to defend themselves," seven months into Israel's devastating military offensive on Gaza.

Discussing the question, "should we be selling arms to Israel", Cobbold said that the UK "sends very little" in terms of weaponry to Israel, before adding that he was "deeply concerned" about what is happening in the war-battered enclave. 

"There should be an insistence on Israel providing safe harbour and doing everything that can be done and more than they’ve done in the past in order to look after the citizens of Gaza, who are not to blame," he said.

Cobbold added that it was very important to "not forget the origin and trigger of the problems we see today", referencing the 7 October attacks that left 1,200 Israelis dead, adding that it was important to "keep that in balance with the deep concern with the suffering we see on our screens today".

Israel responded to the attacks by launching a military assault on the Gaza Strip, which has left more than 35,000 Palestinians dead, the vast majority civilians. Thousands more are missing or buried under the rubble, presumed to be dead.

Social media users were quick to call for PureGym members to cancel their subscriptions, with many posting screenshots of their cancellation reason online, citing Cobbold's remarks. 

Boycott @PureGym. Find a new gym that doesn't support the genocide of the Palestinian people. https://t.co/Fvtjgychtp pic.twitter.com/KNH7pzj61u

— T (@Tjis313) May 10, 2024

"Can't even go to the GYM without accidentally supporting the israeli genocide in Palestine. BOYCOTT BOYCOTT BOYCOTT," wrote one user on X, formerly Twitter. 

"Humphrey Cobbold, 'Ten times the number of people sitting in this room were murdered on October 7th in cold blood' #BBCQT," wrote another. "Wait till Humphrey Cobbold finds out 35,000 Palestinians, including 14,000 children, have been murdered by Israel since October 7th," they added.

Other users questioned the notion of the conflict originating from the Hamas-led attacks. "Who knew the 'Israel Palestine conflict' started on 7 October 2023? I guess nothing happened before then. Thanks @PureGym guy," shared another user. 

"What Hamas did on 7/10 was unacceptable. But it didn’t start there. Mr Cobbold should look at the bigger picture," wrote another.

#Blockout2024

Calls to boycott PureGym come amid a campaign of mass blockings, known as "Operation Blockout", where social media users are targeting celebrities and influencers who have not used their platform to speak up on the situation in Gaza. 

Triggered by the extravaganza of the Met Gala at a time when more than a million Palestinians are facing "full-blown famine" and heavy bombardment, the campaign has since grown.  

"We gave them their platforms, it's time to take it back, take our views away, our likes, our comments, our money, by blocking them on all social media and digital platforms," shared one TikTok user, calling for a "digital guillotine". 

As many celebrities and influencers find themselves on the list of Operation Blockout, some have started posting and sharing on their pages about the humanitarian situation in Gaza and Sudan, but their posts have been quickly dismissed as “too little too late”. 

"Wait until Humphrey realises the power of boycott," warned another user. 

PureGym told Middle East Eye in a statement that it will not be commenting on the issue.