Anton Danyluk, a former Love Island contestant turned fitness coach, faced widespread criticism after posting an Instagram message that linked the death of former world champion boxer Ricky Hatton to promotion for his fitness business.
The post, which Danyluk later deleted, was titled "Ricky Hatton's death hit me hard" and featured video footage of Danyluk boxing alongside photos of Hatton. In the caption he wrote that Hatton’s passing "reminded me why I started this," and described a free online community he runs, listing features including a "supportive space," daily tasks to help clients become "the best version of yourself," fitness tips and discounts.
The post was met with immediate backlash from social media users who called the promotion insensitive. Comments quoted in coverage included accusations that the post used Hatton’s death for business gain and urged Danyluk to show respect. Several users said the content appeared to be click‑bait and criticised the timing of the message.
Daily Mail reported that representatives for Danyluk had been contacted for comment. The post was removed from Danyluk’s Instagram account prior to the publication of that report.
Ricky Hatton, 46, a former world light‑welterweight and welterweight champion, was found at his home in Hyde, Greater Manchester on Sunday. Police said they were not treating the death as suspicious. His long‑time manager, Paul Speak, known as "Speaky," found Hatton’s body, and tributes have been posted by friends and colleagues in the days since.
Actress and broadcaster Claire Sweeney, who dated Hatton after meeting him during a 2024 stint on Dancing On Ice, posted a montage of photographs to Instagram and described needing time to process the "devastating news." Sweeney offered condolences to Hatton’s family, including his children, and called him "the people's champ."
Danyluk, 31, rose to public attention as a contestant on the reality show Love Island and has since built a career as a fitness coach and social media influencer. Using high‑profile events to frame personal branding is a common — and sometimes controversial — tactic among influencers and public figures, and the reaction to Danyluk’s post underscores sensitivity around the use of recent deaths in promotional messaging.
Representatives for Danyluk and for Hatton did not immediately provide additional comment to media outlets following the criticism. Media organisations covering the story noted that the Instagram post had been deleted and that conversations on social platforms continued, reflecting broader public debate on etiquette and timing when public figures respond to the deaths of well‑known personalities.