Planet Fitness Announces Leadership Changes as Part of 2025 Growth Strategy
Krissy Vann | Host, All Things Fitness and Wellness
Planet Fitness has announced changes to its leadership team, with new executive appointments set to take effect on March 3, 2025. The company, which operates one of the largest networks of fitness centers in the industry, stated that the restructuring is intended to align with its strategic goals.
Bill Bode, currently Division President of U.S. Franchise, will take on the newly created role of Chief Operating Officer. He will oversee operations for both franchise and corporate-owned clubs. Jennifer Simmons, who currently serves as Division President of Corporate Clubs, will transition into the role of Chief Strategy Officer.
Bode, who has been with Planet Fitness for eight years, will continue reporting to CEO Colleen Keating. His role will focus on maintaining the company’s member experience across all locations. Simmons, who has been with the company for 11 years, will be responsible for using data to guide strategic decision-making, identifying market trends, and ensuring the company is positioned for growth. She will also report to Keating.
These changes follow earlier leadership appointments in 2024. Chip Ohlsson was named Chief Development Officer, tasked with overseeing domestic and international expansion and franchise network development. Brian Povinelli was appointed Chief Marketing Officer, responsible for global marketing strategies. Both report to Keating. Jamie Medeiros remains in the role of Chief Brand Officer and reports to Povinelli.
"As we position Planet Fitness for growth in 2025 and beyond, we remain focused on executing our strategic imperatives, redefining our brand, enhancing member experience, refining our product and optimizing our format, and accelerating club openings," Keating said. "To enhance our ability to do so, we have built out our management team and are refining its structure to capitalize on efficiencies and leverage leader expertise. Our goal is to better promote our key growth drivers, members and clubs, support our culture of accountability, and work more efficiently and effectively. As a team and organization, we are focused on delivering on our mission, and ultimately delivering significant value for our franchisees, members, and shareholders."
The leadership restructuring is part of the company’s broader strategy as it looks to expand its market presence and adjust its operational framework heading into 2025.
Elevate Your Expertise: Tune in to Our YouTube Channel for Exclusive Podcasts with fitness and wellness Industry Titans and Game-Changers
