On Gym Box, a London based fitness company that advertised a workout regimin which substituted punching bags for chavs. (“Chav” is a pejorative term for lower-class individuals, not unlinke “white-trash” or “hillbilly”):

Apparently the class was a hit with gym-goers. Describing it as ‘one of the most popular classes we have ever run,’ he claimed that: ‘Most people related to it and enjoyed it. A few of the PC brigade were offended by it.’ And yet, intriguingly, Mr Hilton does not think of himself as a bigot - far from it. Sexism, racism and homophobia, for example, were ‘completely unacceptable.’

An extremely successful businessman, Richard Hilton has tapped into the fear and loathing felt by some middle-class Londoners towards the lower orders. It is a compelling image: sweating City bankers taking out their recession-induced frustrations on semi-bestial poor kids. Welcome to Gymbox, where class war meets personal fitness. 

- Owen Jones