L.A. Fitness fires workers and apologizes after racial incident
A new pattern is emerging for U.S. companies.
Mobile technology is changing they way corporations are responding to local
incidents in their stores, and viral videos are making local stories into
Starbucks was forced to address racial bias
in a Philadelphia location after a manager called the police on two black
men, a New Jersey L.A. Fitness almost identically replicated the situation.
However, L.A. Fitness was watching how Starbucks handled its crisis,
including the backlash after the company didn’t immediately fire the
manager who had called the police.
The gym made a different move, swiftly terminating the manager and two
The firings came after one of the men involved, Tshyrad Oates,
posted a video to Facebook
showing the Oates and his pal standing in the gym surrounded by police who
were called to the scene by gym workers.
“You kicked me out the gym for no reason,” Oates’ friend, who was not
identified, can be heard saying in one of a series of four clips.
“I’ve been having multiple problems with this club. I was asked to scan in
again for no reason,” the man says. “I’ve been a member here for at least
The video shot by the two black men has been viewed over 700,000 times.
L.A. Fitness released a statement to apologize to its customers and
reassure the public.
“Regrettably, our staff unnecessarily escalated the situation and called
the police rather than work through it,” the statement said. “Clearly,
this is a long time member with a current, valid membership. We want to
clarify that no membership was cancelled and no one, including the member’s
guest, was banned from the club. We have spoken to the member to apologize
and assured him that he and his guests are welcome in our clubs at all
[WEBCAST: Prepare, protect and promote your organization and brand in a climate of crisis.]
L.A. Fitness has yet to explore other remedies,
such as Starbucks’ plan to close thousands of stores
for a day of racial-sensitivity training. In its statement, the gym chain
said it would consider that option.
L.A. Fitness said in its statement that the employee who asked for the
customer’s membership card after he previously had it scanned “was not
working when this member checked in the first time, so she was unaware.”
L.A. Fitness also said it is “exploring potential training content and
opportunities to better train our staff.”
On Twitter, many expressed their anger over the incident.
— ZayPrime (@zaysr) April 19, 2018
It’s sad that people are being treated like dirt because of their skin colour. https://t.co/X3J3cOnWKQ
— Joy Wesley (@Joywesey) April 19, 2018
Some defended the gym, claiming that the behavior was the result of new hiring.
I went to that gym for over four years when I lived in New Jersey. Was at the Secaucus gym literally two weeks ago before I moved. The staff, for the most part, was very multi- cultural and friendly. These new hires they recently had are dimwits. Not a reflection of LA Fitness.
— Gregg Sorachi (@gregg_thomas) April 19, 2018
Others noted that L.A. Fitness was following Starbucks’ crisis response playbook.
Gyming While BLACK:
LA Fitness manager in Secaucus New Jersey called 911 on the only black gym member (who has a SEVEN YEAR MEMBERSHIP) who decided to bring a friend on a Guest Pass.
Manager then CANCELLED the man’s membership.
LA Fitness taking cues from Starbucks. https://t.co/d9nvdo73W7
— Jesenia (@jgoodiebag) April 19, 2018
Some applauded the gym for swiftly firing the employees who had called the police:
Actions speak louder than words y’all! LA Fitness fires 3 workers after black men get kicked out of New Jersey gym https://t.co/3F194ewnpC
— ShawnJ West (Actor) (@Star_ShawnJ) April 18, 2018
L.A. Fitness hasn’t taken to its social media channels to address the
situation, instead letting its actions speak for themselves.
What do you think of the gym’s crisis response, PR Daily readers?
Should it take further steps, á la Starbucks?