This week, news broke that Stephen Ross, the billionaire owner of the parent company of Equinox and SoulCycle, planned to host a fund-raiser for President Trump’s reelection campaign. The event is supposed to take place at Ross’s home in the Hamptons, and according to the Washington Post, tickets start at $5,600 and go up to $250,000 — a price that will give attendees the opportunity to meet Trump.

Not long after the news of this fund-raiser made headlines, people began threatening to cancel their Equinox memberships and give up their SoulCycle classes, and celebrities (including Chrissy Teigen and Billy Eichner) urged their followers to disassociate with the brands. #BoycottEquinox and #BoycottSoulCycle soon began trending on Twitter.

SoulCycle and Equinox then released statements insisting that their brands stand for diversity, inclusion, and equality — values that Ross is flouting with his support for Trump’s campaign.

Ross may not be directly involved with the day-to-day operations of SoulCycle and Equinox, but their profits are his profits. The same is true for at least some of the 34 other brands tied to Ross’s venture-capital firm, RSE Ventures, and his real estate firm, Related Cos., according to Business Insider’s count.

Under the Equinox umbrella, there’s PURE Yoga and Blink Fitness. There are also a number of restaurant favorites, such as &pizza, Bluestone Lane, Outstanding Foods, Momofuku, Banza, and Milk Bar. A few of his major real-estate affiliations include New York City’s Hudson Yards (you’ve probably seen it on Instagram) and the Time Warner Center (a popular shopping center near Central Park). He also owns the Miami Dolphins NFL team. Ross previously made his conservative views known by requiring players to stand for the national anthem (an issue near and dear to Trump’s heart). Business Insider reached out to the 34 brands connected to Ross and reported the comments of those who responded. Some, like Momofuku’s David Chang, issued impassioned statements distancing themselves from Trump’s political views.

In a capitalist, brand-integrated world, our money often ends up in the pockets of people whose political views may not align with our own. The money you spend at your favorite retailer in a shopping center owned by a wealthy Trump supporter contributes to his wealth and, indirectly, his ability to help finance a campaign for Trump’s reelection. Against our will, just by getting a gym membership or buying a slice of pizza, we can all be unwittingly made complicit in the culture of divisiveness and hatred for which this particular administration stands.

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