Australian fitness influencer Ashy Bines has found herself in the centre of a major social media storm. The controversy erupted after the 37-year-old linked a post about the deadly Bondi Beach terror attack to the promotion of her paid subscription wellbeing program. The incident has ignited fierce debate about the boundaries of promotion during times of national mourning.
The Tragic Event That Shocked Australia
The backlash stems from a social media post made in the aftermath of a horrific national tragedy. On December 14, a terror attack at Bondi Beach in Sydney during a Hanukkah gathering left the country reeling. The assault resulted in 15 people killed and 40 others hospitalised, marking it as Australia's worst mass shooting in three decades. The attack specifically targeted Jewish families celebrating the festival of lights.
Among the victims was a 10-year-old girl named Matilda, remembered by her teacher as bright and joyful. Her parents, speaking at a candlelight vigil, described her as "the kindest person, child ever." Rabbi Eli Schlanger also lost his cousin, whom he described as vivacious and full of life. The nation united in grief, with hundreds attending vigils and Matilda's funeral on December 18.
Ashy Bines' Controversial Instagram Post
Soon after the attack, Ashy Bines, who has over one million followers, took to Instagram. She initially expressed sentiments shared by many Australians, writing about how difficult the day felt. "I feel everyone in Australia is waking up feeling sick just thinking about everyone impacted by Bondi," she shared. She encouraged support and kindness in such trying times.
However, the post took a contentious turn. Bines directed followers who were feeling "wobbly" to sign up for her 'Rise Inside' podcast and wellbeing program, which costs $50 per month. She added another message suggesting that anxious feelings could change in "less than five minutes" through her methods and promoted four short calming meditations from her paid program.
Furious Backlash and Accusations of Poor Taste
The reaction from her audience was swift and severe. Many followers accused the influencer of exploiting a national tragedy for commercial gain. The comments section flooded with anger and disappointment.
One critic questioned, "Does anyone else find it really bad taste and just gross that Ashy Bines is using the awful terrorist attack in Bondi to advertise her Rise Inside subscription?" Another stated firmly, "Any influencer using this tragedy to pivot or push a business or product should go straight in the bin. Absolutely foul." Others found her use of the word "wobbly" to describe the potential emotions of victims and grieving families to be deeply insensitive and minimising.
The core of the criticism was that the moment called for silence, respect, and unity, not promotion. The public sentiment was clear: leveraging collective grief for business purposes crossed an ethical line.
Aftermath and Ongoing Grief
Following the intense backlash, the controversial post was deleted. As of now, Ashy Bines has not issued any public statement addressing the criticism or explaining her actions.
As Australia continues to process the trauma of the Bondi Beach attack, this incident has sparked a broader conversation about the responsibilities of influencers with large platforms. It highlights the delicate balance between offering genuine support and engaging in self-promotion during periods of collective sorrow. The nation's focus remains on healing and remembering the lives lost in the devastating attack on that fateful day in December.
