However, now it seems there are more pictures of the trans woman who had been originally photographed going around as she uses the gym’s locker room. People on the more conservative side of politics have called on others to cancel their Planet Fitness memberships nationwide.

It seems this has had a big effect, as Planet Fitness’s stock price has taken a big hit. The market value has also plummeted, with stocks going from $66 to about $56 over the course of just 12 days.

The company’s market cap has also fallen around $400 million. The group has gone from $5.3 billion to about $4.9 billion in the course of just five days!