This discussion seems to be heating up, and this time it’s about Planet Fitness. The well-known chain of fitness centers is facing scrutiny after a member’s frustrated video went viral.

Let’s delve deeper into the matter.

An Alaskan woman shared an image showing a transgender woman in the women’s locker room of the Fairbanks location. She claimed the gym was allowing “men” in a space she believed was meant exclusively for cisgender women.

The initial photo depicted a transgender person shaving over a sink in a changing area, and the photographer later posted a video online to express her frustrations. This video quickly went viral, sparking a heated debate online.

After the incident, the transgender person in the photo was left alone, leading the nearby Planet Fitness to cancel the photographer’s membership. Planet Fitness also reaffirmed their policy, stating that individuals can use the locker room associated with their gender identity.

Moreover, they threatened to terminate the memberships of anyone behaving inappropriately.

However, it seems more photos of the transgender woman initially caught on camera are now surfacing, showing her using the gym’s locker facilities. Such incidents have led conservative politicians to urge people across the country to cancel their Planet Fitness memberships.

This controversy appears to have taken a toll on Planet Fitness’s stock price. In just 12 days, the stock dropped from $66 to roughly $56, showcasing a significant fall in market value.

The company’s market value also dipped by nearly $400 million. Within just five days, the group’s worth plummeted from $5.3 billion to around $4.9 billion.

This situation clearly shows how significant and immediate the impact of social controversies can be on businesses and their market performance.