tell me what you're learning. >> the reaction on social media has been fast and furious and that's because consumers and customers of soulcycle and eek wi knocks, both high-end gyms feel betrayed like a slap in the face. that's because these brands are incorporated inclusion, diversity, lgbtq rights into their marketing. for example, during june during pride month they hosted several pride rides. so these customers really feel betrayed and the social media backlash is just very forceful at this point. celebrities weighing in. they see it as hotel hypocrisy that steven ross, who is a billionaire developer and has a partial ownership stake in both companies is hosting this fundraiser. he's very close to donald trump. and one of those celebrities that i mentioned is billy eichner. we just had his tweet up on air. he said what's your policy for canceling membership once a member finds out your owner is enabling racism and mass murder?