Clearly no one was thinking about their customers when a leading fitness apparel company put a talent call out yesterday via social media. Their mistake was when they asked for fit, active and energetic ‘athletes’ aged 21-40. Anyone who works in the fitness industry and understands the people working out and sweating hard every day, training for health, or fun runs, trail runs, triathlons and marathons, or just to stay healthy, would know that they belong to all age groups and don’t necessarily come in athletic shapes and sizes, which was clearly implied. The #uproar on social media was savage and to their credit the company issued a response, but they didn’t really own their judgement error, merely saying they were happy to include everyone. It just goes to show that people are tired of being judged for their ability, age, shape or size and want companies to be more inclusive of everyone.