Dive Brief:
- Planet Fitness named Paul Barber CIO Thursday to lead technology evolution and strategy, the company announced Thursday.
- In addition, the company promoted Jennifer Simmons from VP of business strategy and analytics to division president of corporate clubs. Simmons built the business strategy and analytics functions from the ground up, using data insights and analytics to develop the company’s larger corporate strategy.
- Barber previously held IT leadership positions at United Natural Foods, Airline Report Corporation and Dunkin' Brands. He will report to CFO Tom Fitzgerald and Simmons will report to CEO Chris Rondeau.
Dive Insight:
From smart mirrors to stationary in-home bikes, the fitness industry has evolved into a stats-driven sector. But the push toward digital didn’t just start during the pandemic. As fitness brands bring equipment in-home for customers, such as Peloton, and trainer-led sessions become more widely accessible, the pressure is on fitness brands to distinguish themselves from the rest of the noise.
In 2017, Planet Fitness was already working to grow its data network and implement an AI platform.
Planet Fitness furthered its 2020 investment in iFit, a health and fitness tech company that develops and sells software, content and equipment, in May 2021. The expanded partnership has allowed iFit trainers to lead streamed workouts on the Planet Fitness mobile app.
Rondeau said the app topped the most downloaded list of all apps in the Apple Story during the initial days following the launch, speaking in August during an earnings call, according to a SeekingAlpha transcript.
