The fitness franchise is flexing its strength training offerings as it aims to be recognized as more than just a budget-friendly gym
Gym giant Planet Fitness has announced two key appointments ahead of next month’s Q4 earnings call: Chip Ohlsson as chief development officer and Brian Povinelli as chief marketing officer.
The news comes alongside impressive year-end operational metrics, which Planet Fitness highlighted during a fireside chat at the ICR Conference on Monday. The high-value, low-cost fitness chain closed out 2024—a year it described as one of the transitions marked by a price increase for its Classic Card—with approximately 19.7 million members and 150 new club openings.
Both Ohlsson, a hospitality industry veteran and Povinelli, a marketing executive with more than 30 years of experience, will report directly to Planet Fitness CEO Colleen Keating, with Ohlsson assuming his role on January 20 and Povinelli on February 10.
“I look forward to welcoming Chip and Brian, two highly experienced executives, to our leadership team,” Keating said. “Chip and Brian are both veterans in their fields with impressive track records of leading consumer-facing brands through periods of expansion while collaborating with franchisees to drive profitable growth. 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.”
Ohlsson, a former fast-casual franchisee, joins Planet Fitness from Wyndham Hotels & Resorts, where he most recently served as executive vice president and chief development officer. In his role at the hospitality leader, he led the development of Wyndham’s 24 hotel brands across North America.
“I’m thrilled to be joining the Planet Fitness team at this exciting time for the company,” Ohlsson said. “Planet Fitness has tremendous opportunities for growth both domestically and in strategic international markets. I look forward to working with Colleen, the rest of the team, and franchisees to harness the company’s current momentum and further scale its global presence.”
Povinelli also brings experience from the hospitality sector as well as the apparel industry. He joins Planet Fitness from Marriott International, where he most recently served as global head of marketing and brand, overseeing customer experience for more than 25 of Marriott’s brands and leading their marketing strategy.
“Planet Fitness is an iconic and differentiated brand with broad demographic appeal,” Povinelli said. “I look forward to joining the company at this pivotal moment for the brand and am excited to work with the team to strengthen the brand’s leadership position and expand access to fitness and wellness for all.”
Emphasizing its Value
Povinelli’s appointment aligns with Planet Fitness’ new marketing strategy, which Keating recently explained would emphasize the “high value” of a membership and the quality of Planet’s equipment offerings, rather than solely focusing on its lower-than-average cost of entry.
Keating, who took the reins last June and is one of the few female CEOs industry-wide, said she visited over 50 Planet Fitness clubs during her first 100 days and has appeared to have brought a fresh perspective to the longstanding gym brand. While Planet Fitness has a long-term target of 5,000 clubs set for the U.S., the chain is also exploring the potential for smaller clubs that deviate from its traditional 20,000-square-foot facility model and become the go-to gym for serious fitness enthusiasts. Keating has also hinted at other initiatives in development, including technology enhancements.
On the equipment front, Planet Fitness recently announced its ongoing commitment to adding new plate-loaded strength equipment to nearly all U.S. locations this year in a nod to the rising interest in strength training, especially among younger fitness consumers.
Notably, analysts tell Athletech News that the fitness giant is off to a great start in 2025.
