The fitness company behind the 'body shaming' social media storm sweeping across the country has hit back at claims their adverts are a huge "PR fail." Protein World, the business responsible for the "Are you beach body ready?" campaign has been sticking up for itself ever since protesters deemed the ads "sexist" and "offensive." Responding to comments on Twitter that the company is "insanely bad at PR", Protein World claim to have gained 5,000 customers in four days. They also boasted that their sales have tripled.