Why is it tone deaf? Because some women don’t prioritise fitness after pregnancy or kids that means someone who does isn’t allowed to mention it?
This is basically why it's tone deaf. Because of the assumption that this woman prioritised fitness over other things, while the mothers who are overweight haven't had the right priorities, made the right decisions or are in some way not as good as his wife. And his post is clearly about weight loss, as well as strength, based on the photo he posted at Coachella with the text.
I do wonder if he'd be just as gushingly proud of her on social media if she'd been plagued by postpartum depression for months and had postpartum thyroiditis meaning not only did she put weight on, but she couldn't get it off. And she was falling asleep left right and centre due to it rather than spending time working out. And then she fought through all that and started feeling better, but was a bit rounder. He may be personally proud in those circumstances, but he'd not be posting about it in the same way.
He's proud his wife is back to being thin and fit and he's proud of the effort it took her. And he's proud he can show her off. That's fine. He's free to show the body of his wife off (it's actually a really weird thing to do when you think about it, unless she's a trophy) to promote his brand.
Personally if I was married to someone who saw my worth like that I'd be reaching for the biscuit tin! 😂