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.”
“The third is format optimization, making sure that we’ve got the right floor space and floor plan in our clubs so that our members can achieve their workout their way — whether it’s dropping a mat and grabbing free weights or using equipment like a Smith machine, cable tower, or treadmill.”
“The fourth imperative of course is growth. We are a growth company and that is important. It’s also important that we’re growing in a healthy way.”
“We’ve launched some new markets; we opened in Spain in July and had our fifth club open by the end of the year. Really excited about our growth ambition as well.”
“It's been a very fast first 6 months I've really leaned into spending time in our clubs and getting to know our franchisees, talking with our club team members and seeing how our members utilize our clubs. I call it feed on the street, it's been really insightful.”
“Our four strategic imperatives really start with refining our brand promise and then making sure we pull that through in our marketing messaging. We're also leaning into member experience to make sure that we're connecting with our membership and enhancing our relationship with our members.”
“We lean in on format optimization and our equipment mix, making sure that we've got the right mix of equipment for how our members want to utilize our clubs today. When we get all of that right and we're thoughtful about unit economics and build cost for our franchisees, it enables us to turn up the afterburners on gro...”
“We're growing stronger together and we're all strong on this planet. We've recognized the opportunity to shift our mix a bit and have a greater compliment of strength in our clubs, which you'll see pulled through both in the brand promise and how we're communicating that in our marketing messaging.”
“We're uniquely positioned because we have a judgment-free, no gymtimidation environment. We welcome all fitness levels, all members wherever they're at on their fitness journey, whether you're joining a club for the very first time or you're training for your fifth marathon.”
“With nearly 2700 clubs across the US and now growing internationally, we have the opportunity to reach most of America and offer them incredible value at Planet Fitness.”
“Some of that is equipment, it's also floor plan optimization. People want a little bit of floor space to grab a mat, drop a mat, pick up a couple of free weights and kind of do their workout their way. We also see digital as an opportunity to connect with our members even when they're not inside the four walls of our c...”
“We've got over 500 workout routines on our app today and the Planet Fitness app is the most downloaded fitness app on the App Store, giving us great reach.”
Colleen Keating, CEO of Planet Fitness, discusses her first six months as CEO, shares her vision for growth, and preparations for ...
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