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Bloodbath at Planet Fitness
Planet Fitness faced significant backlash following revelations that the gym chain allowed biological men access to women’s restroom facilities, as reported by popular social media personality ‘Libs of TikTok.’ This controversy resulted in a wave of membership cancellations after an Alaskan woman had her membership terminated for capturing a transgender individual shaving in a women’s bathroom.
Chaya Raichik, the creator of Libs of TikTok, disclosed that an insider from Planet Fitness revealed internal turmoil within the company, coupled with a surge in membership cancellations.
Shortly after these events unfolded, Planet Fitness suffered a staggering loss of over $400 million in market value.
Response to the Crisis
Planet Fitness attempted to address the situation by emphasizing its commitment to fostering an inclusive environment. McCall Gosselin, the chief corporate affairs officer at Planet Fitness, defended the gym’s gender policy, stating that individuals are free to use facilities corresponding to their self-reported gender identity. Gosselin justified the termination of the member who photographed the incident, citing a violation of the gym’s mobile device policy.
Despite these efforts, critics derided Planet Fitness, echoing the sentiment “go woke, go broke.” The fitness chain experienced a dramatic drop in valuation from $5.3 billion to $4.9 billion within days of the controversy. Outrage over the transgender locker room policy sparked a significant social media uproar, prompting comparisons to the beverage company Bud Light and its brand backlash.
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