Australian Activewear Brand Suave Closes Amidst Financial Woes and Viral Controversy

Australian activewear label Suave is ceasing operations, several months after its founders became embroiled in a public controversy surrounding a video filmed at a gym. Founder Connor Wright announced the closure in a video posted to the brand's TikTok account, citing significant debt and ongoing financial struggles that predated the scandal.

Wright explained that the repercussions from the incident, which included customer backlash, harassment directed at individuals associated with the brand, and threats against him and his wife, Chloe, exacerbated an already difficult financial situation, ultimately making it untenable. He also revealed that he lost his FIFO (fly-in, fly-out) job after his employer was contacted, leaving him unable to continue self-funding the business.

"Ultimately, we have decided that we're going to be closing down Suave," Wright told followers, noting that the business had previously generated as much as $60,000 per month in sales. "Continuing to pour any money into Suave just doesn't make sense to me, and I'd rather take everything I've learnt from this business and move into something else." He added, "We're simply just trying to escape the debt that we're in. There is no funding any future for Suave."

Pre-existing Financial Difficulties

Wright emphasized that the gym video controversy was not the sole cause of Suave's demise. He described the increasing challenges of running the business while balancing his work and significant personal life changes. The business was primarily operated by Wright and his wife, Chloe, who assisted with its management.

In addition to managing Suave, the couple married this year and were undertaking home renovations. Wright returned to FIFO work to help fund their wedding, honeymoon, and home improvement projects. "Honestly, Suave took a backseat to our lives. There wasn't enough focus going into it," he admitted.

Wright acknowledged strategic missteps, particularly an over-reliance on TikTok for marketing. "I ended up putting way too many eggs into one basket," he said. He also admitted to not dedicating sufficient time to in-person promotion or building an audience across other social media platforms.

Suave's business model also strained its finances. Instead of white-labeling existing activewear, Wright designed products from scratch, which resulted in larger minimum order quantities and higher production costs. "By the end of it, we were left with fk all, to be honest. My goal in the market was to create genuinely custom products. It wasn't to create mass-produced st," he stated.

The Viral Gym Incident

In May, the brand's financial difficulties surfaced publicly when Chloe filmed a stranger using a rowing machine at a gym, with the footage appearing to be taken from a nearby restaurant. She posted the video on Instagram with a caption that included a laughing emoji, commenting on how she and a friend had been using the machine incorrectly.

Fitness personality Joey Swoll, known for addressing gym etiquette, criticized the post. "A grown woman doesn't know better than to film strangers in the gym to post online and make fun of them," Swoll commented. The criticism rapidly spread, with many arguing it was inappropriate behavior for someone associated with an activewear brand to mock a gymgoer. The incident tapped into wider concerns about gyms being perceived as intimidating environments.

Both Connor and Chloe Wright issued apologies. "The gym is a very vulnerable place, and I did violate that. I promise you I've learnt from this and I hope you guys can accept my apology," Chloe said at the time. Connor echoed this in his later video, admitting, "I handled that situation f***ing terribly. I reacted really, really poorly, and yeah, I definitely agree that I could have done that better."

Backlash and Threats

Following the initial apologies, Connor Wright posted another video, which has since been deleted, expressing frustration with the ongoing criticism. This subsequent video was perceived by some as undermining the couple's earlier apologies, leading to prolonged scrutiny of the brand.

Wright stated that the backlash soon escalated beyond their personal conduct. He claimed that he and Chloe received death threats, had their home and workplace addresses shared, and faced threats to firebomb their home. According to Wright, creators working with Suave were also targeted, customers were criticized for posting orders, and the brand's content was frequently reported.

"People have every right to be upset and to hold us accountable, I completely agree. But threatening livelihoods, safety, and attacking unrelated people, it's just not normal," Wright said. He added that the experience impacted the couple's sleep and fundamentally altered his perception of the company.

Division and Lessons

The news of Suave's closure divided opinions among followers. Some commenters felt the brand's relationship with its customers was irreparably damaged. Others argued that the consequences, including Wright losing his job, were disproportionate.

Wright firmly rejected any suggestion of resentment towards his wife, stating, "The only thing I have for my wife is love. We have only gotten stronger through all of this and we will continue to build an amazing life together."

The situation highlights the precarious position of small business owners who become the public face of their brands. Social media allows small businesses to reach large audiences without substantial marketing budgets, but it also blurs the lines between personal conduct and company reputation.

Wright acknowledged that both he and Chloe made mistakes but maintained they were part of a larger narrative. "I've made business mistakes and personal mistakes in the last six months to a year. I'm f***ing making mistakes all the time and I'm always growing from them," he said.

As Suave prepares to close, Connor and Chloe intend to continue documenting their experiences online. Wright's advice to aspiring entrepreneurs includes not placing all resources into one marketing channel, avoiding overcomplicating a first business, and dedicating significant time and attention to it, while learning from mistakes. "You're gonna f**k things up, just take the lesson and do better next time," he advised.