“Go Woke, Go Broke”: Planet Fitness Loses $400M Amid Transgender Controversy

Planet Fitness, a top fitness chain, has seen its valuation plummet by $400 million, from $5.3 billion to $4.9 billion, just days after revoking an Alaska woman’s membership for taking photos of a transgender woman, who was biologically male, shaving in the women’s locker room.

The incident, first reported by the conservative X account Libs of TikTok, has sparked a social media uproar, with critics calling on gym-goers to boycott the chain and accusing Planet Fitness of creating unsafe spaces for women. The account has continuously urged a boycott and shared an update regarding the valuation drop, stating, “Turns out people don’t want to support companies who cave to gender pseudoscience and allow men in womens’ private spaces!”

Patricia Silva, the woman whose membership was revoked, claimed that a 12-year-old girl who was in the locker room was also uncomfortable with the biological male’s presence. Planet Fitness confirmed that Silva’s membership was canceled due to a policy violation prohibiting taking photos and/or videos in the locker room.

In a statement to Fox News Digital, Planet Fitness chief corporate affairs officer McCall Gosselin clarified the company’s policy on gender identity, stating that “members and guests may use the gym facilities that best align with their sincere, self-reported gender identity.”

The chain, which touts itself as a “Judgment Free Zone,” has faced additional criticism from conservatives on X in the days following the incident. Even Elon Musk weighed in on the controversy, replying to a post from Libs of TikTok that accused the chain of not caring about women’s safety by remarking, “Planet Fitness sounds like a creepy place.”

As the backlash continues, critics are drawing comparisons to the recent Bud Light controversy and calling for Planet Fitness to receive similar treatment for its stance on transgender locker room access. The incident has reignited the debate over balancing inclusivity and the safety and comfort of all gym members, particularly women and girls.

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