Brian Povinelli

Chief Marketing Officer Planet Fitness

Last Reviewed: October 1, 2026

Executive Summary

Brian Povinelli is Chief Marketing Officer of Planet Fitness, hired in February 2025 to lead a brand that the company itself said needed redefining. He spent most of his career in hotel brand marketing, ending as Global Head of Marketing & Brand at Marriott International. There he oversaw marketing for more than 25 brands and a budget above $1 billion, and dealt frequently with Marriott’s franchisees. Planet Fitness has the same structure, with about 90 percent of its clubs franchised, so its marketing chief must win over owners as well as members. His most visible work so far is the September 2026 refresh of the company’s logo, typeface and colours.

Career Highlights

• Chief Marketing Officer of Planet Fitness since 10 February 2025, reporting to Chief Executive Colleen Keating.
• Led the September 2026 evolution of the Planet Fitness visual identity, rolling out to new and remodelled clubs that month and to existing clubs through early 2027.
• Global Head of Marketing & Brand at Marriott International from April 2023 to January 2025, covering partnerships, demand generation in the U.S. and Canada, loyalty, portfolio strategy and brand marketing.
• Senior Vice President, Global Brand Leader for six Marriott brands including Westin and Le Meridien from 2016 to 2020.
• Advertising and marketing roles at Reebok International from 1999 to 2006.

Professional Journey

Povinelli earned a bachelor’s degree in marketing at James Madison University and began his career at Doner Advertising. In 1999 he moved to Reebok International, where he worked in advertising and marketing until 2006.

He then joined Starwood Hotels & Resorts, taking roles of increasing responsibility and helping grow the Westin, Sheraton and Le Meridien brands. After Marriott International acquired Starwood, he served as Marriott’s Senior Vice President and Global Brand Leader for Westin, Le Meridien, Renaissance, Autograph Collection, Tribute Portfolio and Design Hotels, a role he held from 2016 to 2020. From 2020 to 2023 he was Senior Vice President, Global Brand, Loyalty and Portfolio Marketing.

In April 2023 he became Marriott’s Global Head of Marketing & Brand. That role took in marketing partnerships, demand generation in the U.S. and Canadian markets, loyalty marketing, portfolio marketing and strategy, and brand marketing for more than 25 brands. He managed a marketing budget of over $1 billion.

Planet Fitness announced his appointment in January 2025, and he joined on 10 February. Chief Executive Colleen Keating hired him alongside Chief Development Officer Chip Ohlsson, another hotel-industry veteran. When he joined he called Planet Fitness “an iconic and differentiated brand with broad demographic appeal”. Chief Brand Officer Jamie Medeiros reports to him. At the November 2025 Investor Day he presented the first of the company’s four strategic imperatives, evolving the brand to drive growth.

That work reached members in September 2026. The company unveiled a redesigned gear logo, a new custom typeface and an updated version of its purple and yellow palette, alongside an enhanced mobile app. Povinelli said the aim was for the identity to “continue to reflect our welcoming and supportive ethos”. The new branding appeared in new and remodelled clubs that month, with existing clubs following through the first quarter of 2027. In its second-quarter results the company had said it was also developing a new marketing campaign aimed at a broader audience.

Education

James Madison University

Bachelor’s Degree, Marketing