Protests have grown organically around the country, including San Francisco where dozens of activists staged a protest outside the SoulCycle location in the Castro district Wednesday evening, hours after it was reported that the owner was planning a ritzy fundraiser for President Donald Trump at his home in the Hamptons in NY.
The developer behind fitness chains SoulCycle and Equinox defended his controversial decision to hold a fundraiser for President Donald Trump, and called himself a "champion" of equality and diversity. Ross is also the owner of the Miami Dolphins, the Hard Rock Stadium, the Time Warner Center and Hudson Yards.
The Washington Post first reported the fundraiser, sparking the outrage.
Gay longtime San Francisco activist Michael Petrelis organized Wednesday's protest in the Castro, which generated a small crowd outside SoulCycle at Castro and Market streets. He followed up later with a tweet saying he had indeed canceled his membership.
As with anything involving politics, the reactions to Ross' fundraiser and Stills' subsequent criticism of the event were all over the board.
In a statement shared online, Tosi writes that her company "is in no way affiliated with the Trump fundraiser", and while she does not "personally support the policies of the current administration", she also doesn't "mandate what people who work at my company believe politically". "SoulCycle has nothing to do with the event and does not support it".
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But that wasn't enough for Twitter, where celebrities berated the companies all day.
Meanwhile, other fitness brands sought to capitalize on the fallout from the boycotts, offering free workout classes on Friday for those who canceled their memberships with Equinox and SoulCycle.
Shannon Coulter, founder of the #GrabYourWallet movement, which urges Americans to stop shopping at companies connected with Trump, tweeted that she was adding SoulCycle and Equinox to the boycott list.
Ross regularly donates to Republicans - as well as a few Democrats - though he does not appear to have given to Trump in the past, according to FEC records.
Ross issued a statement saying: "I have known Donald Trump for 40 years...and while we agree on some issues, we strongly disagree on many others and I have never been bashful about expressing my opinions".