Fitness brand The HIIT Company has released a statement in response to Roefield Leisure’s decision to end its affiliation with the brand. The leisure centre, located in Clitheroe, had raised concerns about social media content associated with The HIIT Company.
In its statement, The HIIT Company clarified that its ambassador, Lottie Lou Clarke, has given her consent to being publicly identified as an adult-content creator and to discussing her work within the industry. The company also emphasized that Clarke’s role with The HIIT Company is fitness-focused and separate from her work as an adult-content creator.
Roefield Leisure confirmed in correspondence with The HIIT Company that it has permanently ended its affiliation with the brand and will no longer promote or deliver classes under The HIIT Company name. The leisure centre cited concerns about the content shared on social media associated with the brand, stating that it was inappropriate for an organization that works with children and young people.
While Roefield Leisure did not explicitly state that Clarke’s adult-content career was the reason for their decision, The HIIT Company acknowledges that it may have played a role. However, the company believes that this situation presents an opportunity for a wider conversation about the perception of adult-content creators in other areas of their professional lives.
The HIIT Company also clarified Clarke’s role with the brand, stating that her work as an adult-content creator is separate from her ambassador role with the fitness brand. Founder Dave Readle emphasized that when Clarke represents The HIIT Company, she is solely representing a fitness business and participating in fitness-related content.
The increasing visibility of adult-content creators in mainstream culture has sparked significant public debate in the UK. The HIIT Company believes that this situation raises a broader social question: to what extent should someone’s lawful work as an adult creator influence how they are regarded in unrelated professional environments?
Clarke has expressed her support for public discussion about her career and the separation between her work as an adult creator and her other professional activities. The HIIT Company respects Roefield Leisure’s decision to end the affiliation and welcomes further comments or clarifications from the leisure centre.
About The HIIT Company:
The HIIT Company is a UK-based fitness education and group-exercise business responsible for popular concepts such as HIITSTEP, HIIT, HIITCIRCUIT, and HIITNRIDE. The company’s programs provide structured group-fitness formats and instructor education for delivery within fitness and leisure environments. The HIIT Company team has backgrounds in elite sport and high-performance environments.
Media Contact:
Dave Readle
Founder, The HIIT Company
squad@thehiitcompany.com
07866 927593
