Colleen Keating on digital strategy
From Highlights: Planet Fitness CEO Colleen Keating on Enhancing Member Experience: ICR Conference 2025 · · IPO Edge
“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.”
On , Colleen Keating, Chief Executive Officer & Director at PLANET FITNESS INC, spoke about digital strategy during Highlights: Planet Fitness CEO Colleen Keating on Enhancing Member Experience: ICR Conference 2025 on IPO Edge.
About Colleen Keating
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.