New Planet Fitness CEO Is DEI Fanatic Who Likely Won’t Rescind Dangerous Locker-room Policy

Having learned nothing when its stock tanked after a man was caught in the women’s locker room, Planet Fitness has hired a new CEO who just happens to be a diversity, equity, and inclusion fanatic. 

The new chief is one Colleen Keating, who previously ran a single-family-home rental company called FirstKey Homes.

She probably would have flown under the radar were it not for the Libs of TikTok X feed, which exposed her past.

And given that past, women members who want the company to change its “transgender” policy, which allows naked men to parade around in front of women, are likely to be disappointed.

Keating’s Background

Not surprisingly, in its optimistic news release, the company didn’t focus on Keating’s questionable past as a DEI fanatic.

“Ms. Keating is a proven executive that brings to Planet Fitness over three decades of experience across hospitality, real estate, operations and franchise management, with expertise in brand management and leading customer-facing organizations,” the company bragged:

Since 2020, she has served as CEO of FirstKey Homes LLC, currently the fourth largest single-family rental home property management company in the United States. As CEO, Ms. Keating led the strategic direction of the business, increasing operational efficiency and driving scalable growth. She also implemented significant brand-aligned digital strategies and helped drive platform cost reduction while improving the overall resident experience. Prior to joining FirstKey, Ms. Keating served in a variety of roles of increasing responsibility at InterContinental Hotels Group (IHG), including Chief Operating Officer, Americas, and Starwood Hotels & Resorts Worldwide, Inc.

Given that Planet Fitness is as committed to DEI as she is, Keating sounds like just the right woman for the job.

FirstKey Homes’ 2022 Corporate and Social Responsibility boasted about its “consistent, equitable hiring practices” this way: “We continually strive to diversify our work force, hiring through a DE&I lens.”

Keating also joined CEO Action for Diversity and Inclusion, which pulled together 2,500 signers for its “diversity pledge.”

“The persistent inequities across our country underscore our urgent, national need to address and alleviate racial, ethnic and other tensions and to promote diversity within our communities,” the woke pledge says:

As leaders of some of America’s largest corporations, we manage thousands of employees and play a critical role in ensuring that inclusion is core to our workplace culture and that our businesses are representative of the communities we serve.

The CEOs also pledge to “continue to make our workplaces trusting places to have complex, and sometimes difficult, conversations about diversity & inclusion,” which is leftist code for requiring Maoist struggle sessions that deliver anti-white propaganda

As well, they pledge to “implement and expand unconscious bias education.” That’s woke code for anti-white brainwashing:

Experts tell us that we all have unconscious biases — that is human nature. Unconscious bias education enables individuals to begin recognizing, acknowledging, and therefore minimizing any potential blind spots he or she might have, but wasn’t aware of previously. We will commit to rolling out and/or expanding unconscious bias education within our companies in the form that best fits our specific culture and business. By helping our employees recognize and minimize any potential blind spots, we aim to facilitate more open and honest CEO Action Diversity Pledge conversations. Additionally, we will make non-proprietary unconscious bias education modules available to others free of charge.

You needn’t be a diversity CEO with a degree from the Wharton School to know which group of people have “unconscious biases,” or at least the most and worst of them.

Men in the Women’s Locker Room

How Keating will incorporate that woke ideology into her management of Planet Fitness isn’t known. 

But given her background, no one should expect her to axe its “non-discrimination policy,” which permits molesters in the women’s locker room. Indeed, not a jot or tittle of that policy has changed, even since the arrest of a man for indecent exposure at a facility in North Carolina; see Number 5 below:

Trouble on that front began for the gym chain when a member of the franchise in Fairbanks, Alaska, Patricia Silva, photographed a man in the women’s locker room. He was shaving, shirtless, in front of a terrified girl of about 13. He told Silva he was allowed to do so because he’s “queer.”

When Silva complained, the gym terminated her membership. Apparently, a diversity of opinion is not allowed. The company then lied about the matter to a reporter from Libs of TikTok.

Members nationwide sent the company a message. When the photos went viral, the company’s stock plunged by $400 million.

That said, despite her commitment to anti-white leftism, Keating was a better choice than former CEO Richard L. Moore, whom founder Mike Grondahl outed as pedophile and convicted child molester in an interview Libs of TikTok proprietress Chaya Raichik.

Grondahl also said hiring Moore contributed to the sex- and alcohol-fueled culture at the company’s headquarters. That led to a lawsuit in which a woman employee claimed she was drugged and raped.