New York institutions are having a field day with the Kimye wedding.

The New York Sports Club has decided to turn the celebrity wedding into a marketing gimmick. In a print ad, spotted by Wall Street Journal tech reporter Katie Rosman, the New York City gym chain urges Kanye West to "stay in shape" — after all, Kim Kardashian filed for divorce from her previous husband, Kris Humphries, after 72 days.

See also: The Kimye Wedding Photos in All Their Glory

West and Kardashian got married in Florence, Italy, this weekend. The next day, The New York Post ran a short, snarky story about the wedding, which quickly went viral.

As it so happens, the New York Sports Club ad only ran in The Post, though that decision was made before The Post put up its own Kimye story, according to a rep for the gym chain. The turnaround on the ad was pretty quick — about one day.

"We’re really just commenting on the current events as it relates to getting healthy and getting fit," the rep told Mashable. The company says it isn't trying to make fun of the couple.

This isn't the first time the New York Sports Club has run an ad riffing on current events. Last year, the gym directed one at North Korean leader Kim Jong-Un, which said, in part: "with a great bod, you don't need a big missile."