Fitness Industry Insights: A Conversation with Planet Fitness CEO Colleen Keating
At the ICR Conference 2025, Exec Edge hosted an intimate fireside chat with Colleen Keating, the dynamic CEO of Planet Fitness, Inc. (NYSE: PLNT). Joined by Editor-at-Large Jarrett Banks, the discussion revolved around the company’s strategic priorities for growth, member experience enhancement, and more.
A Leader with a Proven Track Record
Colleen Keating brings over three decades of leadership expertise to the table, having made significant strides in hospitality, real estate, operations, and franchise management. Prior to joining Planet Fitness in June 2024, she served as CEO of FirstKey Homes, where she drove operational efficiency and scalable growth. Her impressive resume also includes stints as COO of the Americas at InterContinental Hotels Group (IHG) and various leadership positions at Starwood Hotels & Resorts Worldwide, Inc.
The Planet Fitness Story
Founded in 1992 in Dover, NH, Planet Fitness has evolved into one of the largest and fastest-growing franchisors and operators of fitness centers globally. As of December 31, 2024, the company boasts an impressive 19.7 million members and 2,722 clubs across 50 states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico, Australia, and Spain. The company’s mission is to provide a high-quality fitness experience in a welcoming, non-intimidating environment, aptly dubbed the Judgement Free ZoneĀ®. Notably, over 90% of Planet Fitness stores are owned and operated by independent business owners.
Growth Strategies and Member Experience
During the fireside chat, Keating shared her vision for Planet Fitness, highlighting the company’s focus on enhancing the member experience to drive retention and growth. She emphasized the importance of creating a supportive community that fosters a sense of belonging among members. By prioritizing member satisfaction, Planet Fitness aims to continue its upward trajectory in the competitive fitness industry.
Watch the Full Recording
To gain deeper insights into Planet Fitness’ strategy and Colleen Keating’s leadership approach, watch the full recording of the fireside chat.
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