Planet Fitness is pumping up its C-suite, with two new execs checking in from the hospitality industry. Brian Povinelli is the company’s new CMO, joining from Marriott International, where he had been global head of marketing and brand. In addition to working with many hotel brands, this isn’t his first fitness assignment: He also worked at Reebok in the 1990s.
And Chip Ohlsson is the company’s new chief development officer, moving on from his role as exec vice president of Wyndham Hotels & Resorts.
Both execs report to CEO Colleen Keating.
The CMO spot has been empty since Jeremy Tucker left in 2022.
Jamie Medeiros continues as the company’s chief brand officer.
In a statement, Keating says both hires aim to steer the company through fast growth and rapid expansion while working closely with franchisees. “Their collective skills and expertise will be critical as we continue to execute our strategic imperatives, including accelerating club openings, redefining our brand strategy and pulling it through our marketing to leverage our size, scale and industry leadership," she said.
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Based in Dover, New Hampshire, Planet Fitness also announced year-end numbers, emphasizing the company’s continued rebound. It ended 2024 with 19.7 million members and a same-club sales gain of 5% while opening 150 new locations, including 21 corporate-owned units.
The company, which now has more than 2,700 clubs in 50 states, Puerto Rico and Canada, also launched a refined brand strategy and new marketing, raised the new member Classic Card price for the first time in more than 25 years, refinanced a portion of its debt, and stepped up its share buy-back program.
"We delivered solid results in 2024 and met the growth objectives we outlined at the start of the year,” Keating said. “We enter 2025 with a focus on continued execution of our strategic objectives – redefining our brand, enhancing member experience, refining our product, and accelerating club openings.”