Founded in 1992 in Dover, NH, Planet Fitness is one of the largest and fastest-growing franchisors and operators of fitness centers in the United States by number of members and locations. We have over 2,700+ stores in 50 states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico, Spain, and Australia. 90% of Planet Fitness stores are owned and operated by independent franchisees.
At Planet Fitness, our unique mission has always been to enhance people’s lives by providing a high-quality fitness experience in a welcoming, non-intimidating environment. And we’re proud of the amazing Planet Fitness team that supports our clubs and team members. They are comprised of dynamic, dedicated, and talented individuals who represent our values of integrity, transparency, passion, respect, and excellence (while having fun!) in everything they do.
Joining the PF family means being part of a company that cares about bettering the health and wellbeing of our communities. It means being a part of a supportive, engaging workforce with an inclusive culture that values diversity and creates an environment where everyone can feel they belong. It means encouraging professional growth and development. It means making true, lasting connections with your co-workers with celebrations, team building activities and engaging corporate events! It means creating a positive impact in our local communities through our Judgement Free Generation® philanthropic initiative. It means being part of a brand that you can be proud of!
For the past 30 years, we’ve helped millions of people in their fitness journey and revolutionized the industry along the way. And we’re just getting started!
As a key member of the strategy team, reporting directly to the VP of Strategy, the Director of Consumer Insights will be instrumental in shaping and driving Planet Fitness’s consumer understanding and strategic direction. This role will focus on uncovering deep consumer insights through qualitative and quantitative research methodologies to inform and influence business decisions, strategic initiatives, and innovation.
The Director of Consumer Insights will lead the development and execution of a comprehensive consumer insights agenda, leveraging data and analytics to provide actionable recommendations that inform brand strategy, enhance member experience and drive business growth for Planet Fitness and its franchise partners. This leader will work closely with cross-functional teams, including Strategy, Marketing, Operations, and Development, to ensure that consumer insights are integrated into all aspects of the business.
This role requires a balance of strategic thinking and tactical execution with a strong analytical background, excellent communication skills, and the ability to translate complex data into clear, actionable insights. The ideal candidate will have a proven track record of driving consumer-centric strategies and a passion for understanding consumer behavior and trends in the fitness space and beyond. The individual will play a critical role in ensuring that the voice of the member is at the forefront of decision-making, driving both short-term and long-term growth for Planet Fitness.
Competencies for Success
To be successful in this role, the Director of Consumer Insights will:
The ideal candidate will balance strategic thought and tactical execution with a strong analytical background and a passion for understanding consumer behavior and trends. They will possess excellent communication and relationship-building skills, with the ability to translate complex data into clear, actionable insights. With a proven track record of driving consumer-centric strategies, the Director of Consumer Insights will play a critical role in ensuring Planet Fitness’s long-term success and growth.
Consumer Insights Strategy & Leadership:
Research & Data Analysis:
Cross-Functional Collaboration & Operational Excellence:
Leadership & Team Development:
Note to Applicants: We have been made aware of an increasing number of hiring fraud schemes across numerous platforms. Planet Fitness never requires advance payments of any kind for computer equipment or any other purpose at the start of employment. Any request for you to provide payment information during the application process is part of a fraud scheme. Further, we recommend that you do not provide sensitive personal information (SSN, DOB, driver’s license number) as part of the initial application process.
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