Planet Fitness doubles down on woke with new DEI-obsessed CEO

Supersetting controversy, Planet Fitness’s latest gain showed the “judgement-free zone” lacked self-awareness too.

As one of the most recent companies to experience a diversity, equity and inclusion (DEI) dive for siding with transgenderism over the rights of women, the gym franchise announced their replacement for ousted CEO Chris Rondeau.

Instead of distancing themselves from their boycott-inducing ban of a 67-year-old woman who complained about finding a man shaving in the women’s locker room, a move that saw a drop of $400 million in value within days, Planet Fitness announced their next CEO would be a woman who’d previously pushed mandatory woke education for employees, Colleen Keating of FirstKey Homes.

“As the former CEO of FirstKey Homes, Keating instituted mandatory inclusivity training for all employees and implemented ‘hiring through a DEI lens.’ She also pledged to abide by the ‘CEO Action for Diversity & Inclusion pledge’ which states that she must inject various DEI policies into her company such as ‘unconscious bias training,'” detailed social media account Libs of TikTok.

“Looks like nothing will change at Planet Fitness and they will stand by all their woke policies,” added LoTT over screenshots that highlighted FirstKey Homes institution of “mandatory inclusive leadership training for all people leaders and DE&I training for all employees.”

During her tenure with FirstKey. which began in 2020, Keating had embraced DEI and touted on LinkedIn how she was “proud to be part of this critical conversation with my peers who are equally committed to making our workplaces trusting places to have complex, and sometimes difficult, conversations about diversity and inclusion, implement and expand unconscious bias education, share best practices (and lessons learned!), and create and share strategic inclusion and diversity plans.”

Image via Linkedin

In a press release lauding the selection to replace Rondeau, who had resigned from the board in February after a September ousting as CEO, Planet Fitness board chairman Stephen Spinelli Jr. said, “Colleen’s appointment is the culmination of an extensive search process conducted by the Board of Directors. Colleen’s deep operational knowledge, strategic mindset and understanding of large-scale franchise operations and consumer-facing brands made her stand out among the candidates considered.”

“She also has a proven track record of building results-oriented teams and instilling cultures that put a premium on operational excellence and rigor, which we believe will be additive to Planet Fitness. We are confident that Colleen is an exceptional leader with the desired skills, experience and culture-first mindset necessary to accelerate Planet Fitness’s next phase of growth,” he added as two days after the announcement the New York Post reported that shares of the nationwide company fell about 1.7%.

Set to take over June 10, Keating herself said, “As the next CEO of Planet Fitness, I am eager to begin working alongside the management team and hit the ground running as we position the business for sustainable growth and value creation.”

“I have long admired the Planet Fitness brand and could not be more excited to dig in and help the Company reach its fullest potential,” she added as the decision was met with calls for further boycotts that referenced other instances where men had exposed themselves to women and girls in the gym’s locker rooms under the shield of a transgender identity.

Kevin Haggerty


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