Planet Fitness Announces Leadership Changes and Strategic Focus for 2025
Krissy Vann | Host, All Things Fitness and Wellness
Planet Fitness has announced two key additions to its executive leadership team. Effective January 20, 2025, Chip Ohlsson will join as Chief Development Officer, and Brian Povinelli will assume the role of Chief Marketing Officer starting February 10, 2025. Both will report directly to Colleen Keating, Chief Executive Officer.
These appointments come as Planet Fitness continues to expand its footprint and refine its strategic priorities, following a year of growth in membership, club openings, and revenue. The company closed 2024 with approximately 19.7 million members and system-wide same club sales growth of 5.0 percent. Over the year, 150 new clubs were opened, bringing the global total to 2,722, including 21 corporate-owned locations.
Chip Ohlsson brings three decades of experience in the hospitality industry, most recently as Executive Vice President and Chief Development Officer at Wyndham Hotels & Resorts. His role at Wyndham included overseeing the growth of 24 hotel brands across North America and fostering franchisee relationships through strategic partnerships. His background also includes experience as a franchisee himself, offering a perspective that aligns closely with Planet Fitness's franchise-driven model.
"I'm thrilled to be joining the Planet Fitness team at this exciting time," said Ohlsson. "The company has tremendous opportunities for growth both domestically and internationally. I look forward to working with Colleen, the rest of the team, and franchisees to further scale its global presence."
Brian Povinelli comes with over 30 years of marketing experience, including his recent role as Global Head of Marketing & Brand at Marriott International. At Marriott, he was responsible for the marketing strategy and customer experience for over 25 brands. His expertise in leveraging data to drive growth and collaborating with franchisees positions him as a strong fit for Planet Fitness's focus on enhancing its brand strategy.
"Planet Fitness is an iconic and differentiated brand with broad demographic appeal," said Povinelli. "I'm excited to join the company at this pivotal moment and work with the team to strengthen the brand's leadership position and expand access to fitness and wellness for all."
Planet Fitness has outlined a series of strategic objectives for 2025, including accelerating club openings, refining its brand strategy, and enhancing the member experience. In 2024, the company raised the Classic Card membership price for the first time in 25 years, introduced a new economic model for club openings, and deployed an updated brand strategy as part of its year-end marketing efforts.
"We delivered solid results in 2024 and met the growth objectives we outlined at the start of the year," said Keating. "As we move into 2025, we’re focused on redefining our brand, enhancing member experience, and refining our product offering. The additions of Chip and Brian to our leadership team further strengthen our ability to deliver on these initiatives, creating value for franchisees, members, and shareholders alike."
With the integration of seasoned executives like Ohlsson and Povinelli, Planet Fitness aims to capitalize on growth opportunities and maintain its position as a leader in the fitness industry.
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