24 Hour Fitness Faces Boycott Over Claims of Limiting American Flag

The 24 Hour Fitness gym chain is facing a potential boycott after reports that it is limiting the display of the American flag.

On Tuesday, several social media users shared an internal memo from 24 Hour Fitness that discussed several policies at the gym, such as use of specific locker rooms by transgender individuals and the display of different flags, such as the American flag and LGBTQ+ Pride flags.

"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," the internal memo, which was first shared by Carlos Turcios on X, formerly Twitter. "Outside of required branded apparel provided by the Company, team members may also wear apparel otherwise permitted by our dress code (e.g. outer wear, masks, etc.) that show their solidarity and support, our collective humanity, and support our collective goal of equality for all."

The internal memo went on to show "currently approved movements and/or social causes, along with approved expressions," which included the Black Lives Matter words, the Gay Pride logos and the Juneteenth logo. The list then included the American flag but noted that it was approved "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 said.

However, in a statement to Newsweek on Wednesday, a spokesperson for 24 Hour Fitness said: "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."

The internal memo's lines regarding the display of the American flag prompted widespread backlash from many who claimed the gym was limiting the use of the flag.

"Internal memo from 24 hour fitness @24hourfitness 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," Libs of TikTok wrote on X.

Conservative commentator Charlie Kirk said: "Boycott the anti-America 24 Hour Fitness until they're chapter 11. Many superior options. End them."

X user DC Draino wrote: "Time to boycott 24 Hour Fitness. Woke garbage.
Former NFL sideline reporter Michele Tafoya responded by saying: "Can customers of @24hourfitness wear a cross on a necklace? A Star of David? Red, white, and blue?"

X user Sarah Sansoni said: "I hope everyone that is a member of @24hourfitness shows up today in head to toe American flag gear to personally cancel their memberships. Absolute shame on #24hourfitness. Does this corporation need to be educated on exactly what BLM is? Or American history? Or the constitution?"

In recent months, many conservatives have called for boycotts of other companies, such as Bud Light, which faced widespread criticism over its partnership with Dylan Mulvaney, a transgender activist and influencer.

In March, Planet Fitness faced a similar boycott after reports of a 2023 incident involving a man who allegedly exposed himself to a 15-year-old while in a women's locker room. Planet Fitness revoked the membership of Patricia Silva after she photographed another gym member shaving in the women's locker room. The other gym-goer is transgender, with Silva protesting the woman's presence in a video shared to Facebook.

According to Planet Fitness' non-discrimination policies, the chain does not "tolerate verbal or physical harassment of any member or team member for any reason."

A spokesperson for Planet Fitness told local media that because Silva took an image of a person inside a locker room, it violated the company's mobile device policy and goes against the gym's "judgment-free" rules.

Update 6/12/24, 2 p.m. ET: This story has been updated with a new headline a statement from 24 Hour Fitness.