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Bodybuilder Sion Monty was recently stunned to discover that a health company had used his photos without permission to advertise its wellbeing programme. After gaining five stone (31kg) following the birth of his son, Sion documented his weight loss journey online, attracting 240,000 followers on Instagram by showcasing his transformation from a “dad bod” to a fit physique.
Sion, who is 38 years old, confronted Longevity Wellness Clinic when he found out they had utilized his images and falsely claimed that one of their trainers had worked with him. The situation escalated his frustration, as he felt the company was undermining the authenticity of his personal fitness story. Following a BBC inquiry, the company removed the unauthorized photos from their website and issued an apology. They also stated that the trainer responsible for providing the images had been dismissed.
Originally from Porthmadog, Gwynedd, Sion’s fitness journey began in 2013 during his first year at university in Liverpool. After returning home, an offhand comment about his weight inspired him to join a gym, which he described as a “life-changing moment.” He quickly developed a passion for fitness, leading him to become a qualified nutritionist and eventually open his own gym. Despite helping others improve their health, Sion admitted that his own fitness took a backseat for some time.
It was not until 2018, after the birth of his son and putting on five stone, that Sion decided to prioritize his health again. A family photo in a booth shocked him because, despite being a fitness coach and gym owner, he was noticeably overweight. Determined not to have his son grow up seeing him that way in pictures, Sion committed to getting back in shape. He documented his journey on social media, sharing before-and-after images that later were misused by the wellness company. Sion expressed disappointment, noting: “They sell wellbeing programs for $35,000 (£26,000) and they are using my photos to sell these programmes, but I have never done anything with them before.” He also emphasized how unfair such actions are to honest fitness professionals
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