24 Hour Fitness is facing a potential boycott after reports emerged that the gym chain is limiting the display of the American flag. The controversy began on Tuesday when several social media users shared an internal memo from the company outlining policies on various issues, including the use of locker rooms by transgender individuals and the display of different flags, such as the American flag and LGBTQ+ Pride flags.
The memo, first shared by Carlos Turcios on X (formerly Twitter), emphasized the company’s commitment to inclusivity and freedom of expression. “To create a healthy, happy world within our clubs and other spaces, we support our team members bringing their full selves to work every day, including their freedom of expression,” it stated. “Outside of required branded apparel provided by the Company, team members may also wear apparel otherwise permitted by our dress code (e.g., outerwear, masks, etc.) that show their solidarity and support, our collective humanity, and support our collective goal of equality for all.”
The memo listed “currently approved movements and/or social causes, along with approved expressions,” which included Black Lives Matter, Gay Pride logos, and the Juneteenth logo. It noted that the American flag was approved for display “on holidays such as Memorial Day, Flag Day, July 4th, Veteran’s Day, Patriots Day, etc.”
“If other occasions come up where team members would like the opportunity for personal expression, please consult with your GM and/or line manager,” the memo added.
Backlash and Boycott Calls
The memo’s guidelines on the American flag sparked significant backlash. Critics argued that the gym was restricting the flag’s display. The social media account Libs of TikTok posted, “Internal memo from 24 Hour Fitness advises that BLM and pride symbols are always approved forms of ‘freedom of expression’ but the American Flag and US logos are only allowed to be worn on Holidays.”
Conservative commentator Charlie Kirk called for a boycott, saying, “Boycott the anti-America 24 Hour Fitness until they’re chapter 11. Many superior options. End them.” Other users, including DC Draino and former NFL sideline reporter Michele Tafoya, also expressed their disapproval and called for members to cancel their memberships.
Company Response
In response to the outcry, a spokesperson for 24 Hour Fitness told Newsweek on Wednesday, “Currently and historically, 24 Hour Fitness’ policy regarding staff expression has allowed and encouraged wearing symbols like American flag pins any day of the year, including prominent national holidays like Memorial Day, Flag Day, July 4th, and Veterans Day.”
Previous Boycotts
This incident is part of a broader trend of boycotts by conservatives against companies perceived as promoting progressive causes. Recently, Bud Light faced backlash over its partnership with transgender activist Dylan Mulvaney. In March, Planet Fitness encountered similar issues after an incident involving a transgender individual in a women’s locker room, leading to a boycott by some customers.
As 24 Hour Fitness navigates this controversy, it remains to be seen how it will affect the company’s membership and public image.
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