The public debate over gender identity and access to spaces designated by gender has landed Planet Fitness in the middle of a growing controversy. The nationwide gym chain is now under intense scrutiny after a viral video sparked outrage and divided opinions online, leading to real-world consequences—including a significant drop in its stock value.

It all began when a woman in Fairbanks, Alaska, shared a photo that she had taken inside the women’s locker room of her local Planet Fitness. The image, which she later discussed in an emotional and frustrated video posted online, showed a transgender woman shaving at a sink in the women’s changing area. The original poster argued that it was inappropriate for a biological male to be allowed in what she believed to be a space reserved strictly for cisgender women.

Her video quickly gained traction, especially among conservative circles, and the backlash was swift. However, rather than take action against the transgender member, Planet Fitness chose to cancel the woman’s membership. According to the company’s official statement, they stand by their policy that individuals are allowed to use locker rooms that align with their gender identity. The gym further clarified that while they support inclusivity, they also enforce a strict code of conduct, and any member who behaves inappropriately—regardless of their views—risks losing access to their facilities.

Planet Fitness stated, “Our commitment is to creating a non-intimidating, welcoming environment for all members. We believe that everyone should have a safe place to work on their physical and mental health, regardless of gender identity.”

While many applauded the company’s stance on inclusion, others were outraged. More photos of the transgender woman using the same gym’s locker room began to circulate online, stoking the flames of the controversy. Critics of Planet Fitness, including several conservative influencers and politicians, called for a nationwide boycott of the gym chain, urging people to cancel their memberships in protest.

The controversy soon expanded beyond social media and opinion columns and began to affect Planet Fitness’s bottom line. In less than two weeks, the company’s stock took a dramatic hit. Shares dropped from around $66 to approximately $56, wiping out hundreds of millions of dollars in market value. In just five days, the gym’s valuation dropped from $5.3 billion to about $4.9 billion—a staggering $400 million loss.

This significant market reaction highlights how deeply divided the public remains on issues involving gender identity, particularly when it intersects with public and semi-private spaces like locker rooms and bathrooms. It also reflects the power of viral media to influence not just public opinion, but corporate financial performance as well.

While Planet Fitness’s leadership has remained firm in their commitment to their gender identity policy, they are also being forced to confront the economic impact of their decision. In today’s climate, companies are often expected to take a stand on social issues—but doing so can come with both passionate support and fierce backlash.

For many LGBTQ+ advocates and allies, Planet Fitness’s response is a refreshing show of support. They argue that the company is prioritizing inclusivity and human dignity over profit, something not many large corporations are willing to do when faced with a firestorm of public criticism.

On the other hand, many conservative voices feel that their concerns are being ignored and that such policies create discomfort and unease, especially for women and girls who may feel vulnerable in locker room settings.

This incident has reignited the national conversation about where to draw the line between inclusion and comfort, safety and rights. And as more companies are forced to develop and publicize policies regarding gender identity, the backlash Planet Fitness is experiencing may not be the last of its kind.

One thing is clear: in a time where brand reputation can change overnight, companies like Planet Fitness are learning firsthand how quickly public discourse can translate into real-world consequences. Whether this will have long-term implications for the brand or spark a deeper national dialogue on gender and privacy remains to be seen.

For now, Planet Fitness stands by its inclusive policy and continues to operate under its long-standing mission: to provide a Judgement Free Zone®—even when judgment seems to be coming from every direction.