People calling for a boycott of Planet Fitness over its handling of transgender issues are claiming success after the gym chain’s stock market value took a huge hit over the past week, and Elon Musk has weighed in.

The gym chain’s value dropped from $5.3 billion on March 14 to $4.9 billion on March 19. Its $400 million fall has also been linked to a refusal to reverse the cancelation of an Alaskan customer’s membership for sharing a photo of a ‘trans woman’ using a female locker room.

The furor reflects a growing divide on the issue of transgender rights in the United States, with bills targeting the rights of transgender people being embraced by Republican governors and statehouses across the country, and companies such as Bud Light facing boycotts from conservatives as well as some women’s rights groups.

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