Director, Consumer Insights

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:

• Design and implement comprehensive consumer research initiatives that provide deep insights into consumer behavior, preferences, and trends, aligning with the company's strategic objectives for both product refinement and expansion.
• Act as the go-to expert for consumer insights within the organization, developing strategies that inform and influence business decisions, marketing strategies, member experience and innovation.
• Promote the use of data and analytics across the organization, ensuring that consumer insights are consistently leveraged to drive business growth, optimize operations, and enhance the member experience.
• Work closely with senior leaders across Strategy, Marketing, Operations, and Development to integrate consumer insights into all aspects of the business, ensuring alignment with broader organizational goals.
• Employ both qualitative and quantitative research methodologies to uncover actionable insights, utilizing best-in-class tools and technologies to stay ahead of emerging trends.
• Interpret complex data from various sources, providing clear, actionable recommendations that drive strategic decision-making and business outcomes.
• Establish and manage relationships with external consumer research partners and vendors to ensure the highest quality of insights and data integrity, with strong returns on consumer research investments.
• Advocate for the consumer/potential member within the organization, ensuring that the voice of the consumer is at the forefront of decision-making and strategy development.

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:

• Lead the development and execution of a comprehensive consumer insights strategy to inform and influence business decisions, marketing strategies, and product innovation.
• Champion a consumer-first culture throughout the organization by embedding consumer insights principles in all aspects of business strategy—from product offerings to marketing and operations.
• Utilize deep consumer insights and data analytics to identify opportunities for enhancing member experience, increasing engagement, and improving retention.
• Collaborate with senior leaders within the organization to develop initiatives that drive growth across both member joins and full lifetime value to Planet Fitness.
• Oversee the design and execution of programs to boost member satisfaction, encourage advocacy, and enhance loyalty across the organization, including franchise partners.

Research & Data Analysis:

• Design and manage consumer research studies, including qualitative and quantitative methodologies, to uncover deep consumer insights.
• Analyze market trends, consumer behavior, and competitive landscape to provide actionable recommendations that drive business expansion and growth.
• Synthesize data from various sources to provide a holistic view of the consumer landscape, ensuring insights are consistent and integrated into all aspects of the business.
• Leverage advanced analytics to segment consumer data, creating member experiences that resonate with customers and improve brand loyalty.
• Champion innovation within the consumer insights function, exploring new methodologies, tools, and technologies to enhance the quality and impact of insights.

Cross-Functional Collaboration & Operational Excellence:

• Partner with key stakeholders, including Marketing, Operations, and Development, to ensure that consumer insights are integrated into decision-making processes.
• In conjunction with Marketing, work with external research partners and vendors to ensure the highest quality of insights and data integrity.
• Define and manage, in collaboration with Marketing, the consumer/member journey, identifying metrics and insights required at each stage of the journey.
• Collaborate with IT to ensure the seamless integration of data tools and technologies into functional teams, delivering superior insights and driving strategic initiatives based on a ‘single source of truth’ for consumer insights.
• Optimize operational processes to ensure the efficient collection/alignment, analysis, and dissemination of consumer insights across the organization.

Leadership & Team Development:

• Lead and inspire high-performing cross-functional teams of professionals focused on consumer insights, ensuring alignment with Planet Fitness brand, vision, and strategic objectives.
• Establish clear performance metrics for the consumer insights function, tracking success across areas such as member satisfaction, joins, engagement, club expansion, innovation, and overall consumer insights impact.
• Collaborate with senior leadership to ensure that consumer insights goals align with broader company objectives, including revenue/member/club growth, market share, and strategic initiatives.

• Bachelor's degree in a related field such as Business, Marketing, Psychology, or Sociology. MBA or advanced degree preferred
• 7+ years of experience in consumer insights, market research, or a related field, with a proven track record of success in driving consumer-centric strategies and insights
• Experience in a leadership role, managing teams and driving data-centric strategies
• Strong expertise in qualitative and quantitative research methodologies, data analytics, and the ability to translate complex data into actionable insights
• Experience in leveraging consumer insights to inform business strategy, innovation, and marketing initiatives, ideally in a franchise environment
• Proven experience in leading cross-functional teams and managing relationships with external research partners and vendors
• A passion for fitness, wellness, and delivering exceptional member experiences and organizational growth
• Extremely detail-oriented, efficient, and organized with an exceptional ability to establish priorities and objectives and manage multiple projects simultaneously
• Exceptional presentation and communication skills along with the ability to communicate effectively across all levels of the organization, including executives
• Able to establish and maintain effective, collaborative work relationships with diverse individuals, internally and externally
• Creative, progressive, thought leadership with the ability to influence at all levels of the organization
• Excellent leadership and people management skills including the ability to build, motivate, guide, and mentor teams to achieve ambitious goals 
• Possess a results-driven entrepreneurial mindset, demonstrating initiative and creativity
• Demonstrated strategic thinking, creative problem-solving, and organizational leadership skills
• Exhibits comfort, ease, and flexibility working in an extremely fast-paced ever-changing, deadline-driven environment
• Cooperative team player with an upbeat, positive, “can-do” attitude!

• Hybrid work schedule out of our Hampton, NH Club Support Center
• Competitive salaries and comprehensive benefits package, including medical, pharmacy, dental and vision benefits
• Generous vacation/holiday pay
• Volunteer days off 
• 401(k) Retirement
• Employee Stock Purchase Program
• Childcare reimbursement
• Pet care reimbursement
• Tuition reimbursement
• Free learning and development programs
• Discount programs, including vacations, theme parks, shopping, meal delivery services & much more
• Company-sponsored social events
• Free Black Card membership and fun exercise incentives
• Access to our private gym at the Hampton, NH Club Support Center, complete with locker rooms and Black Card area
• Delicious, healthy breakfast and lunch options served at our Club Support Center café

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.