Things are heating up around Planet Fitness after a video from a disgruntled member went viral.
A woman in Alaska posted a photo of a transgender woman shaving in the women’s locker room, accusing the gym of letting “men” into a space she believed should be for cisgender women only. Her video rant spread quickly and ignited a nationwide debate.
Planet Fitness responded by canceling her membership, stating that members may use the locker room matching their gender identity and that acting in bad faith can lead to removal. The transgender woman faced no action.
More photos of the same trans woman have since circulated, prompting conservative groups to call for a nationwide Planet Fitness boycott.
The backlash has hit the company financially: Planet Fitness stock dropped from $66 to about $56 in just 12 days, and its market value fell by roughly $400 million.