Many businesses send out a tweet remembering the events of Sept. 11, 2001, but sometimes, those attempts are unintentionally insensitive.
On Wednesday morning, the Twitter account of Bikram Yoga in Arlington, Va., sent a now-deleted tweet offering a discount on yoga classes:

Naturally, people were upset by the tweet. At first, Bikram Arlington fought back against critics in another tweet, which has also since been deleted:

Then, the company offered a non-apology:
But then the account told its followers in yet another now-deleted tweet:

One hour after that, Frank Machnick, the husband of owner Zahra, tweeted another apology:
But he quickly lost whatever sincerity he had by shortly after tweeting the following:
Still in full crisis mode, Machnick linked to a longer apology posted on the company’s Facebook page:
Post by Bikram Yoga Arlington.
Machnick followed that tweet up with another faux-apology:
But Machnick wasn’t done just yet. Instead of walking away from the incident, he tried again to explain the original offensive tweet:
And one more apology, for good measure:
A little advice: Next time you’re thinking of offering a promotion based on a national tragedy — think again.