GymBeam CEO Deleted Posts After Online Backlash
Dalibor Cicman removed social media stories from Mumbai following accusations of insensitivity.
Updated on Sept. 22, 2026 in Openings & Closings
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GymBeam founder and CEO Dalibor Cicman has deleted Instagram stories filmed in the Dharavi neighbourhood of Mumbai after facing widespread online criticism. Users called the posts insensitive following his comparisons of local poverty to his luxury travel experiences.
Why it matters
The controversy prompted public outcry on the company's official social media channels, leading some customers to threaten boycotts of GymBeam products. The incident highlights the growing scrutiny executives face regarding their personal conduct online and its impact on corporate brand perception.
The controversy drew immediate backlash after Cicman tagged a photograph of a local man in Mumbai as being in Trebišov, Slovakia. Public criticism grew rapidly as users targeted the company's official Instagram account over the nature of the posts.
The players
Dalibor Cicman
He is the founder and CEO of the fitness brand GymBeam.
GymBeam
It is a Slovakia-based company that provides nutrition and fitness products.
The details
Cicman had traveled to India to record a vlog about local entrepreneurs when he shared photos of his wrist near a guide wearing an imitation watch with a child and rubbish in the background. Additionally, he posted a photo from the Taj Mahal Palace hotel with the caption, From the slum to five stars, which users condemned as offensive.
Timeline
September 2026: Dalibor Cicman faced online criticism over his social media posts.
September 22, 2026: The posts were removed following the online backlash.
Market Landscape
This incident reflects a broader industry trend where executive behavior is increasingly tied to the brand equity of consumer-facing companies. Such public missteps often force firms to engage in immediate crisis management to protect market share against consumer-led boycotts.
Customers who follow or purchase products from GymBeam may see shifts in how the company communicates its brand values following this incident. Shoppers should monitor official corporate social media channels for any further statements or changes to the firm's engagement strategy.
The takeaway
Executives must recognize that personal travel vlogs can be perceived as professional communications when linked to their brand. Developing a greater awareness of cultural sensitivity is essential to avoid alienating a global customer base.
Further reading
For more information on how brand reputations are managed during public controversies, visit Openings & Closings.
Source note: This article includes information reported by Sme.
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