There are caveats on both the "wherever" and "whomever" from the legal perspective in the US (and probably most countries).

"wherever": there's a legal concept of "disparate impact" wherein even if all of the policies themselves are neutral, if the policies end up impacting certain groups of people (in a protected characteristic) more than others, then the company in question is considered guilty of violating anti-discrimination laws: https://en.wikipedia.org/wiki/Disparate_impact

"whomever": businesses cannot refuse service based upon multiple; e.g. you can't refuse to only serve males vs. females, whites vs. Asians, etc. https://en.wikipedia.org/wiki/Protected_group