Fitness Business ‘If You Screw Up, Own Your Mistakes’: How Fitness Brands Can Survive Going Viral for the Wrong Reasons Courtney Rehfeldt August 17, 2026 Share on Facebook Share on Twitter Share via Email credit: Berke Citak on Unsplash If your brand finds itself surrounded by social media pitchforks or communications crisis, there’s a very short window to nail it. Here’s what PR experts… Membership Required This article is for ATN Pro members only. ATN Pro members get: Unlimited access to Athletech News articles Exclusive access to ATN Pro-level reporting Discounts to ATN the Innovation Summit VIP access to community events Exclusive email newsletters Subscribe Now Already a member? Log in Already a member? Log in here Tags: ATN Pro CorePower Equinox marketing Movement Gyms Solidcore