Internal documents from 24 Hour Fitness obtained by The Dallas Express have revealed a controversial employee dress code policy, sparking ire within the nationwide fitness industry leader and the communities it serves.
Documents obtained by DX show that staff are permitted to wear “Black Lives Matter” and “Pride” attire at any time. However, U.S. flags and logos can only be worn on holidays unless approved by a manager or “HR Partner” for an exception to the dress code policy.
The May 2023 internal document reads:
“We’ve committed to creating a more inclusive environment at 24 Hour Fitness, recognizing that we have work to do to become stronger allies in support of those who are impacted by systemic oppression and inequality.”
The document expands on the gym’s “inclusiveness” in the employees’ “Equality Support” section:
Currently approved movements and/or social causes, along with approved expressions are:
- “Black Lives Matter”/”BLM” (words)
- “Pride” and or pride rainbow logo
- Juneteenth logo symbol, or date – on Juneteenth (June 19th)
- Flag or United States logo – on holidays such as Memorial Day, Flag Day, July 4th, Veteran’s Day, Patriots Day, etc.
Local leaders have condemned the internal document, arguing the gym has effectively become exclusive in its attempt to be inclusive.
“24 Hour Fitness should be boycotted. It’s blatantly anti-American that they’ll only allow the American flag to be worn on certain holidays,” Texas Coalition for Kids President Kelly Neidert told DX.
Some X users were equally outraged, condemning 24 Hour Fitness.
“HOLY SHLIT. 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 posted on X after DX posted about the policy.
“Anyone who has national pride & loves their country, should not do business with Anti-American WOKE companies like @24hourfitness,” X user @Pismo_B posted in response.
Charlie Kirk, founder and CEO of Turning Point USA, took a similar stance.
So let me get this straight…
24 Hour Fitness's business strategy:
✅BLM Shirt
✅Pride flags
❌American flagsBoycott the anti-America 24 Hour Fitness until they're chapter 11. Many superior options. End them. https://t.co/i60zCGtypK
— Charlie Kirk (@charliekirk11) June 11, 2024
“Boycott the anti-America 24 Hour Fitness until they’re chapter 11. Many superior options. End them,” he posted.
24 Hour Fitness states on its website that “…your time in the gym is critical to maintaining your physical and mental well-being, so we provide welcoming and inclusive environments.”
Gyms nationwide have faced backlash for their social policies. As previously reported by The Dallas Express, Planet Fitness earlier this year faced backlash for banning a woman from speaking out about a transgender member using the women’s locker room.
The Dallas Express reached out to 24 Hour Fitness but did not receive a response by publication.
