When fitness blogger Ashy Bines exploded onto the online sphere, few could predict how divisive her success would be.
Immediately, her taut tummy and blonde braids seemed to sell a promise – ‘do-as-I-say-to-look-how-I-look’.
Of course, when Bines fell onto our radar when fitness wasn’t yet a commodity, and social media was a land of blurry selfies – not brand building. We had no blueprint for what it meant to be an online success. The messy overlap between being a ‘fitness blogger’ and promoting health advice to the public quickly became problematic, and with that, so too did the brand of Ashy Bines.
However, ask the company about its controversies and they’ll tell you – as they told News Corp this week – that they are “an open book with nothing to hide”.