An Australian activewear brand has found itself at the centre of backlash after its co-founder filmed a video appearing to mock a stranger's workout technique. Chloe Wright, who runs activewear label Suave with her FIFO tradie husband Connor, shared a clip on her Instagram story showing a man exercising on a rowing machine inside a gym—pulling the strap above his head rather than towards himself. Filmed through a glass window while Chloe was out at dinner with her family at a restaurant across from the gym, the video included the caption: 'Turns out me and Emily have been doing the rower wrong all these years' followed by a laughing emoji.
What may have initially been intended as a 'joke' quickly spiralled after screenshots of the story were shared online and eventually reposted by fitness personality Joey Swoll, who is known for calling out poor gym etiquette and online bullying. 'A grown woman doesn't know better than to film strangers in the gym to post online and make fun of them. There is NOTHING wrong with how he's rowing! Leave people alone,' Joey said furiously on his Instagram with more than 5.4 million followers.
The criticism intensified almost immediately, with many Australians accusing Chloe of humiliating a stranger during a vulnerable moment. 'Bullying someone at a gym seems like a relatively obvious thing to avoid if you own an activewear company,' one slammed. 'As someone who has just started working out, this is why it took me 28 years to start… the judgement is disgusting,' another added.
Others pointed to the irony that her husband Connor had only weeks earlier shared an emotional video revealing the business was struggling financially—prompting an outpouring of public support from Aussies who rallied behind the small brand. In that earlier clip, Connor candidly admitted Suave was 'failing'. 'We've been this f***ing close to quitting because this s**t is hard,' he said. 'It's all smoke and mirrors and you wanna act like your business is doing absolutely amazing so people continue to support it, but f**k man, we are struggling.' Viewers responded with empathy and practical advice, suggesting everything from broader sizing and more diverse models to in-person brand events where customers could try on pieces before buying. Many also purchased items directly from the brand in an effort to help keep the business afloat.
Now, some of those same supporters say they feel disappointed by the gym video controversy. In response to the backlash, Connor posted a lengthy apology video to TikTok explaining the context behind the clip and acknowledging the damage caused. 'My community means the world to me and you guys deserve an explanation,' he said. Connor explained that Chloe thought the gymgoer resembled her twin brother, who used to row competitively in high school, and noticed he was using a different rowing technique. But he admitted filming and posting a video of the stranger without consent crossed a line.
'For some, going to the gym is a no thought process, it's not scary, it's not daunting, but for some it's a very scary place full of judgement,' he said. 'The thing about the gym is that it takes a certain amount of vulnerability and we have violated that trust. We are so sorry we have disappointed you guys with a poor taste joke like this.' Connor also stressed that Suave Activewear was not a large company; he owns it himself, and his wife simply 'helps out'. 'People think Suave is a big team—it's not. It's just me and Chloe helps out while I'm away working FIFO on a two-and-one roster,' he said. He added that navigating life and social media in the public eye had been difficult. 'It's my first time living, it's her first time living, and in the public eye, things hit differently—and we really need to be cautious of what we post.'
Chloe avoided addressing the controversy publicly but had personally responded to critics in the comments section of TikTok. While insisting there was 'no intention to bully or make fun of anyone', Chloe acknowledged that the post came across that way and said she took 'full responsibility'. 'I just wanted to apologise for the story I posted,' she wrote. 'Looking back, it should never have been taken or shared and I completely understand why people were upset by it.' Chloe also claimed the fallout had become overwhelming, saying she had received threats, abuse, and bullying in return. 'I understand people were upset and I'm not trying to avoid accountability, I just wanted to explain why I reacted the way I did,' she said.
In another apology comment, Chloe said: 'After reflecting on it, I understand why people were upset and I can see how it came across as hurtful. It was never my intention to bully, embarrass or make fun of anyone. I'm genuinely sorry to anyone affected.' On Wednesday night, Chloe finally shared an apology video on Suave's social page. 'I'm sure you've all seen the video by now and I do apologise it's taken me a few days—I just needed some time to stop and reflect. I took a video of someone in the gym just doing their thing and it was thoughtless and stupid,' she said. 'To be honest, it never should have happened. Sorry to everyone I offended. And to the suave community—I am really sorry for letting you guys down. The gym is a very vulnerable place and I did violate that. I promise you I have learnt from this and I hope you guys can accept my apology.'
Still, many online remained unconvinced. 'Coincidentally, it's also my first time living! And somehow I am not a bully,' one person commented. Another questioned why the man in the video had not been tagged if the post was genuinely intended as light-hearted commentary about her brother's rowing technique. One of the most widely shared responses came from a 59-year-old woman, who explained why the incident struck a nerve for so many people trying to build confidence at the gym. 'Having someone take a photo of me while I am working out and post it on the internet for the world to see is literally my worst nightmare,' she wrote. 'People go to the gym for a plethora of reasons, one being to improve their mental health. Everyone is just trying to do their best and some days for some people, even that is hard.'
The controversy has since reignited wider conversations online about filming strangers in public, gym anxiety, and the increasingly blurred line between social media content and public humiliation. For many Australians, the incident touched on something deeper than just one Instagram story—the fear that even ordinary moments of self-improvement can become entertainment for someone else's audience. Chloe's video came just days after Connor went viral for his unique wedding band, featuring a bezel-set emerald cut east-west diamond on a thick gold band. 'One thing I wasn't settling on was a sh*tty, ugly, boring ring,' Connor said. 'My ring is awesome. It's probably one of the coolest men's rings I've ever seen in my life—and it's mine forever.' Daily Mail has contacted Suave and Connor Wright for comment.
