Planet Fitness’s market value took a significant hit of $400 million, causing it to drop from $5.3 billion to $4.9 billion. This decline in value can be attributed to the cancellation of a gym membership in Alaska, where a person had photographed a male transgender individual shaving in the women’s locker room. The incident gained widespread attention after being shared on the popular X account Libs of TikTok, which is known for its opposition to transgender influence and radical gender ideology.
The account criticized Planet Fitness for prioritizing inclusivity over the safety and privacy of women. In response to the drop in market value, Libs of TikTok celebrated the outcome and encouraged their followers to continue boycotting the fitness chain.
“Whoa. Planet Fitness saw $400 Million wiped off its value since we broke the story of them allowing men in female lockers rooms and then banning the woman who exposed it. Turns out people don’t want to support companies who cave to gender pseudoscience and allow men in womens’ private spaces! #BoycottPlanetFitness Do not let up! Keep it going!”
Whoa. Planet Fitness saw $400 Million wiped off its value since we broke the story of them allowing men in female lockers rooms and then banning the woman who exposed it.
Turns out people don’t want to support companies who cave to gender pseudoscience and allow men in womens’… pic.twitter.com/s55gBryFjD
— Libs of TikTok (@libsoftiktok) March 21, 2024
Patricia Silva, the patron whose membership was revoked, claims that a 12-year-old girl was in the locker room when the man started shaving. Planet Fitness has verified the cancellation of Silva’s membership while reiterating their dedication to “inclusion.”
“As the home of the Judgement Free Zone, Planet Fitness is committed to creating an inclusive environment,” said the company.
“Our gender identity non-discrimination policy states that members and guests may use the gym facilities that best align with their sincere, self-reported gender identity. The member who posted on social media violated our mobile device policy that prohibits taking photos of individuals in the locker room, which resulted in their membership being terminated.”