Things are heating up in the latest public debate, and this time, Planet Fitness is at the center of the storm. The popular gym chain is facing mounting criticism after a viral video surfaced showing a frustrated member speaking out—and now, the internet is ablaze with opinions.
Keep reading to uncover what sparked the controversy…
The controversy began when a woman at a Planet Fitness location in Fairbanks, Alaska, posted a photo of a transgender woman using the women’s locker room. In the image, the trans woman appears to be shaving at the sink—an everyday moment that quickly ignited a heated public debate.
The woman behind the photo followed up with a passionate video, criticizing the gym chain for what she called a failure to protect spaces “meant for biological women.” Her reaction struck a nerve online, sending the video viral and drawing national attention to Planet Fitness’s inclusion policies.
Now, the company is facing backlash, praise, and a full-blown media storm—all as its stock takes a hit amid growing calls for accountability and transparency.
In the aftermath of the viral video, Planet Fitness swiftly revoked the membership of the woman who recorded and posted the photo, citing a violation of their policies regarding member conduct and privacy. Meanwhile, the transgender woman at the center of the controversy was not disciplined, as the company stood by its inclusive locker room policy.
In an official statement, Planet Fitness reaffirmed its stance: members are allowed to use the locker room that aligns with their gender identity. However, they also emphasized that behavior perceived as being in bad faith—such as harassment, photographing others, or creating disruption—can lead to membership termination.
But the story didn’t end there.
More photos of the same transgender woman have since surfaced online, reportedly taken at the same gym. This has reignited tensions, especially among conservative circles, where calls to boycott Planet Fitness are gaining traction. Influencers and political figures are urging supporters to cancel their memberships in protest of the company’s policy.
As the debate deepens, Planet Fitness finds itself navigating one of the most divisive cultural flashpoints of the moment—balancing inclusivity with public backlash.
The controversy hasn’t just sparked heated debates—it’s also shaken investor confidence. Planet Fitness’s stock has taken a significant hit, dropping from around $66 to $56 in just 12 days. That 15% plunge has wiped out roughly $400 million in market value.
In less than a week, the company’s market capitalization slid from $5.3 billion to approximately $4.9 billion—a sharp decline reflecting growing public pressure and uncertainty over how the brand will weather the storm.
As the fallout continues, analysts and members alike are watching closely to see how Planet Fitness navigates the tension between inclusion, public opinion, and corporate stability.