Chief Executive Officer & Director, Planet Fitness
Search every verified Colleen Keating interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. Colleen Keating, who became CEO of Planet Fitness in June 2024, outlined four strategic imperatives for the company in early 2025. She said the first is refining the brand position and marketing messaging around the theme "growing stronger together," noting that the company plans to increase the complement of strength equipment in its clubs while maintaining cardio availability. The second imperative is enhancing the member experience both inside and outside clubs, citing the Planet Fitness app as the most downloaded fitness app on the App Store. The third is format optimization, adjusting floor plans and equipment mixes to allow members to work out their way. The fourth is growth, with Keating stating the company sees an opportunity to double its domestic footprint to 5,000 clubs and has expanded internationally, opening in Spain in July 2024 with five clubs by year-end. Keating emphasized the company's "judgment-free, no gymtimidation" environment as a unique differentiator and said she spent her first six months visiting clubs and speaking with franchisees and team members. She noted that Planet Fitness would sponsor New Year's Rockin' Eve in Times Square for the tenth consecutive year to promote its brand during the January sign-up period.
“The first is refining our brand position and our marketing messaging, which you’re starting to see a little bit of that in what we’re running this year. Thematically, growing stronger together — we’re all strong on this planet because we’re seeing across generational cohorts a greater utilization of strength in people’...”
“You’re still going to have plenty of cardio at a Planet Fitness — you’re not going to be waiting in line for a treadmill. You’re also going to see us increase the complement of strength equipment so that you can do your strength workout with us.”
“The second is member experience. I love what we do bringing our brand to life for our members and making sure that our members have absolutely the best experience and the best relationship with us, both inside and outside the four walls of our clubs.”
“Our app is the most downloaded fitness app on the App Store, which gives us a nice opportunity to connect and deliver value to our members even when they’re not inside the club.”
Colleen Keating, CEO of Planet Fitness, discusses her first six months as CEO, shares her vision for growth, and preparations for ...
Sign in to search the full transcript archive, filter by topic, and access every quote from Colleen Keating.