Planet Fitness, one of the largest and fastest-growing franchisors and operators of fitness centers in the U.S., announced on June 9 that Sherrill Kaplan has been appointed chief digital officer.
Kaplan joins the brand this month leading the company’s digital vision and strategy, including the continuous evolution of its mobile app, with a focus on consumer engagement, loyalty and a differentiated omni-channel experience to accelerate Planet Fitness’ growth and success. She will report directly to Chris Rondeau, the chief executive officer of Planet Fitness.
Kaplan has previously worked for well-known consumer brands such as Zipcar, Dunkin’ Brands, American Express and Citi, Inc., among others. This appointment and newly created leadership role demonstrate Planet Fitness’ continued commitment to digital innovation.
“Sherrill has a strong track record of leading digital acceleration efforts and enhancing consumer experiences for well-known consumer brands across various industries,” said Rondeau, in a statement. “This appointment and newly created leadership role, demonstrates our continued commitment to digital innovation and is a key part of our ‘bricks with clicks’ growth strategy. Sherrill’s unique background that spans digital marketing, innovation, e-commerce, branding and customer loyalty will make her an instrumental addition to our team as we continue to enhance our digital offerings and engage with our members inside and outside our four walls.”
Most recently, Kaplan served as global marketing operations advisor for Advent International, a global private equity firm. She also serves as an independent member of the Fiesta Restaurant Group Board of Directors, as well as the Massachusetts Innovation & Technology Exchange (MITX).
“As Planet Fitness continues to lead the fitness industry, I am thrilled to join the company at such an exciting time,” said Kaplan, in a statement. “I’ve long admired Planet Fitness’ mission to introduce more people to fitness, enhance their lives and ultimately create a healthier world. Planet Fitness has an unrivaled value proposition which has only been enhanced by their recent digital offerings. I look forward to building upon this momentum and leading the next generation of digital innovation.”
This announcement is one example of gyms prioritizing their digital footprint. The coronavirus pandemic caused many facilities to shut their doors for months, forcing members to transition to digital fitness offerings. While this was a temporary solution, the offering is not going away any time soon.
According to Grand View Research, the global fitness app market size was valued at $4.4 billion in 2020 and is expected to expand at a compound annual growth rate of 21.6% from 2021 to 2028. Additionally, according to an article published in the World Economic Forum in September 2020, the global downloads of fitness and health apps increased by 46%.
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