BARNSLEY head coach Darrell Clarke said his side 'chucked in the towel' after the first goal in today's 3-0 defeat to Blackpool.
A Sonny Carey double and a goal from ex-Red Ashley Fletcher ensured the Tangerines left Oakwell with all three points.
He said: "It's another one of those games I'm apologising for.
"We've had too many games this season where we've been nowhere near the level.
"It's not acceptable to go a goal down and chuck in the towel like we did.
"They're well aware of that."
The Reds are now 10th in League One, eight points off the play-offs with ten games to go.
But Clarke said his side are still in the mix.
"We have to respond.
"I certainly won't let the season fizzle out that's for sure.
"I never give up - I'm not the sort of guy that's going to give up.
"When you're representing this club and this fan base then there's no way I'm ever going to give up.
"I can handle losing football matches - I don't like it - but there's a way I can't stand losing.
"This is another of those today."
Clarke says he knows the atmosphere around the club is 'tough' at the moment - but he says the players have to rise to the occasion.
"There's too many times when things go against us that we go very flaky.
"They go in their shells.
"It's an atmosphere at the minute that's tough to play in but rightly so.
"I understand the fans' frustrations.
"You've just got to front up to it and be counted."