'Self-absorbed' fitness 'influencer', 25, is slammed after boasting about flagrantly breaching coronavirus lockdown laws in Melbourne while going on 'wellness' runs

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A fitness influencer has been labelled 'self absorbed' and 'disrespectful' after she flagrantly breached Melbourne's lockdown laws and posted about it on social media.

Beck Lomas is an online celebrity who posts inspirational health and wellness advice to her army of over 166,000 followers on Instagram.

But the 25-year-old copped a wave of anger after she left her Prahran home more than once on Tuesday and went for a 15km, two and a half hour walk on Monday.

Fitness influencer Beck Lomas (pictured) has been labelled 'self absorbed' and 'disrespectful' after she flagrantly breached Melbourne's lockdown laws

Ms Lomas (pictured) is a social media celebrity, who posts inspirational health and wellness advice to her army of over 166,000 followers on Instagram

The 25-year-old copped a wave of anger after she left her Melbourne home more than once on Tuesday and went for a 15km, two and a half hour walk on Monday

Under Melbourne's Stage 4 coronavirus restrictions only one hour of exercise within a 5km radius of your home is permitted per day.

Anyone who breaks these directions can be fined $1,652 by police. 

Victoria has been in the midst of a huge COVID-19 surge since July and there are now about 8,000 cases still active across the state.

One furious Instagram user told Ms Lomas: 'People behaving like you are the reason I can't see my grandmother, friends and family.'

The reason Ms Lomas ignored the strict lockdown rules was to beat her boyfriend Josh Klein in a sponsored FitBitANZ couple's challenge where participants try to outdo each other for the 'most active minutes' within six days.

The reason Ms Lomas (pictured) ignored the strict lockdown rules was to beat her boyfriend in a sponsored FitBitANZ couple's challenge

Ms Lomas and her boyfriend Josh Klein are pictured wearing FitBit watches in an Instagram post 

The FitBitANZ couple's challenge encourages participants to try to outdo each other for the 'most active minutes' within six days

Videos and screenshots which have now been deleted show her posing outside in activewear without a face mask.

Face coverings are required by law in Melbourne under the direction of the Chief Health Officer.

'I kind of feel like going for a really big run … so I think I'm just going to set out and go for as long as I feel like to get my active minutes up,' the Adidas and YoPro yoghurt ambassador said on Tuesday.

Melburnians who've been following the rule of the draconian six-week shutdown took aim at the online star, calling her 'privileged' and 'shameless'.

'As a Melburnian you are breaking the rules and you should not be promoting such behaviour … walk around your home if you want to increase your steps,' one follower wrote.

Ms Lomas (pictured right) said she felt like going for a really big run to get her active minutes up, and beat her boyfriend Josh Klein (pictured left)

Ms Lomas is pictured in this Instagram following lockdown rules and wearing a face mask

In this Instagram post, she is pictured without a face mask in breach of COVID-19 rules

Another said: 'Your privilege and self absorption is showing, the fact they even think it's OK to publicly admit to such blatant disrespect of the rules shows who you really are.'

In the wake of the controversy, FitBitANZ announced they have now cancelled the couple's challenge.

'It has come to our attention that this week's couple's challenge participants may have breached COVID-19 restrictions by exercising out of their home for longer than one hour,' an Instagram post read.

'We take this matter very seriously and do not condone their behaviour in any way.'

One Wednesday, Ms Lomas said she was 'sorry' for what she had done and has been 'inundated with threats and abuse'. 

'I’m not going to make excuses for it or try to spin the situation to make it sound better than it was,' she said.

'I’m a human and I made a mistake. I meant absolutely no harm to anyone however can now see the seriousness of the situation.

'I am taking this pandemic very seriously. I wear a mask, I work from home and I don't see my friends. I take full responsibility and I will absolutely never do it again.' 

In the wake of the controversy, FitBitANZ announced they have now cancelled the couple's challenge

One furious Instagram user told Ms Lomas: 'People behaving like you are the reason I can't see my grandmother, friends and family'