"There are a handful of billionaires who own everything and many support Trump". The practice, whose origin is attributed to Carolina safety Eric Reid when he played for San Francisco, and ex-49ers quarterback Colin Kaepernick, gained popularity and attention during the 2016 season.
The Washington Post broke the news, leading to an outcry of disapproval based on Trump's most recent statements and policies targeting people of color, many of whom believe his statements do not support the gym's progressive and famous clientele.
Gonzalo Garcia, a West Hollywood resident, has created a page on Protest Equinox, SoulCycle and Trump page on Facebook calling for a boycott of and protest at 4 p.m. Friday against outside the West Hollywood branch of Equinox, which is located at 8590 Sunset Blvd.in the shopping area near Sunset Plaza.
Ross released a statement, Wednesday night that read in part, "I have been, and will continue to be, an outspoken champion of racial equality, inclusion, diversity, public education and environmental sustainability".
SoulCycle CEO Melanie Whelan issued a statement on Wednesday, saying the company "in no way endorses the political fundraising event".
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He added: "From our point of view, we are determined to ensure that our position within the single market is not affected by this".
She added, "We are committed to all our members and the communities we live in".
Kenny Stills, a receiver for the Dolphins, said on Twitter that the fundraiser in the Hamptons was inconsistent with efforts to fight racial inequality. They pointed out that the Equinox brand has advertised itself as being LGBTQ-friendly.
"Hey @Equinox - what's your policy for canceling memberships once a member finds out your owner is enabling racism and mass murder?" comedian Billy Eichner asked.
The company doesn't disclose Ross's interest in its properties, including Equinox and its SoulCycle unit, and big developments like New York's Hudson Yards.
They went on to say Ross is a "passive investor" and has no hand in the management of either business.
As of publication, almost 100 people have posted on the Protest Equinox, SoulCycle and Trump Facebook page that they are interested in the protest or will attend it.