Planet Fitness announced it has realigned its leadership team to support the company’s strategic imperatives and propel the brand forward. The following appointments will take effect on March 3, 2025:
- Bill Bode, currently division president, U.S. franchise, will move into the newly created COO role and will oversee operations for both franchise and corporate clubs.
- Jennifer Simmons, currently division president, corporate clubs, will move into the newly created chief strategy officer role.
As COO, Bode will be responsible for bringing to life the company’s non-intimidating, high-value member experience in Planet Fitness clubs. Bode has been with the company for eight years and will continue to report to CEO Colleen Keating.
As chief strategy officer, Simmons will be responsible for ensuring a data-driven approach to support the execution of the company’s strategic imperatives, identifying emerging trends and ensuring the organization is well-positioned to remain the fitness category leader. Simmons has been with the company for 11 years and will also continue to report to Keating.
These management team updates are in addition to the new company leadership appointments announced earlier this year, with Chip Ohlsson joining the company as chief development officer and Brian Povinelli as chief marketing officer, both of whom report to Keating. Ohlsson is focused on advancing Planet Fitness’ strategic growth initiatives, including domestic and international expansion for both corporate and franchise clubs, and strengthening the franchise network. Povinelli is responsible for overseeing global marketing initiatives to strengthen the brand’s leadership position and expand access to fitness and wellness for all. Jamie Medeiros will continue to serve as chief brand officer reporting 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,” said Keating. “To enhance our ability to do so, we’ve 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.”
