Five years ago, Maria Kang posted a photo on Facebook that saw her go viral for all the wrong reasons.
In the 2013 picture, the mother of three posed in fitness gear with her children. Above her head in large black font were the words “What’s your excuse?”
The 37-year old's image instantly attracted criticism as many argued she was body-shaming women and other mums who didn't have her "unattainable" body type.
Kang went on to launch the 'No Excuse Mom Movement' as well as a diet book and calendar of the same name.
Now she's recreated the controversial image for her 330,000 followers with one major difference.
Yes, her children are older but it's the phrase that's changed, with "excuse" replaced by "reason". After you address your Excuse, you need to find your Reason. Five years later I’m still seeking the hard route, after all, in a country where you are the Healthy minority you must do different," she wrote.
"You need to find your reason, your WHY for prioritizing your health. You are who you surround yourself with so if everyone is starting an extreme diet, be balanced. If everyone is sitting watching TV shows, get up and move. If everyone is ordering high-calorie meals and drinking sugary drinks, choose otherwise!
"You know what’s right, just don’t follow the habits and lifestyle of the majority of overweight/obese people who do it wrong. Many asked for a side-by-side so here you go! What’s Your Reason? Plant it and GROW."
While it's certainly a different attitude - and arguably a more positive one - her caption suggests it's not an apology for her widely slammed initial phrase but a 'next step'.
In a time where we're seeing a bit of backlash against more blatant #fitspo and clean eating, it's a clever business move.
At the time of the initial photo, which was first posted in 2012 before going viral in 2013, Kang argued that those criticising her were actually "fitshaming" her.
She updated the caption to say, "What you interpret is not MY fault. It’s Yours. The first step in owning your life, your body and your destiny is to OWN the thoughts that come out of your own head. I didn’t create them. You created them. So, if you want to continue ‘hating’ this image, get used to hating many other things for the rest of your life. You can either blame, complain or obtain a new level of thought by challenging the negative words that come out of your own brain.”
The comments on her recreated photo are largely positive.
"Your original picture inspired me to start working out and put my health first. I got back into running and joined a local boot camp. So far, I ran 4 half marathons and another one coming up in February. Thanks for the inspiration," wrote one follower.
"I Love that you redid this shot!!! You are an such an incredible role model for those boys!!" added another.