Jamie Medeiros

Chief Brand Officer Planet Fitness

Last Reviewed: October 1, 2026

Executive Summary

Jamie Medeiros is Chief Brand Officer of Planet Fitness and has been with the company for more than a quarter of a century. She joined in 2000 at the front desk of its third club and moved into corporate marketing, where she has spent the rest of her career. In August 2022 she became Chief Brand Officer, responsible for brand strategy, national and local marketing, creative, sponsorships and social media. Since the 2025 leadership realignment she has reported to Chief Marketing Officer Brian Povinelli.

Career Highlights

• Chief Brand Officer of Planet Fitness since 9 August 2022.
• Vice President of National Marketing before her promotion to Chief Brand Officer.
• Moved from the front desk of the company’s third location into its corporate marketing team, holding roles of increasing responsibility.
• Joined Planet Fitness in 2000.
• Spokesperson for brand activations such as the company’s 2026 March Madness recovery campaign for its Black Card Spa.

Professional Journey

Medeiros started at Planet Fitness in 2000, working the front desk at the company’s third location. She moved from there to the corporate marketing team and took on roles of increasing responsibility as the brand grew. By 2022 she was Vice President of National Marketing.

On 9 August 2022 the company promoted her to Chief Brand Officer, reporting then to Chief Executive Chris Rondeau. Planet Fitness described her as a 22-year company veteran. The role covers brand strategy and working with agencies and across the business so the brand vision reaches members through national and local marketing, creative, brand sponsorships and activations, and social media. On her promotion she said it had been “an honor to help build the Planet Fitness brand”.

In February 2025, as Chief Executive Colleen Keating realigned the senior team, Planet Fitness hired Brian Povinelli from Marriott as Chief Marketing Officer. The company said Medeiros would continue as Chief Brand Officer, reporting to him.

Her recent work has extended the brand from fitness into recovery. In spring 2026 the company ran a March Madness activation built around the Black Card Spa, partnering with Dick Vitale, and she spoke for it. She told BuzzFeed Business that the company’s journey had been “bringing fitness to the masses and making it accessible”, and that it was now expanding that value proposition to include wellness and recovery. She added that Planet Fitness was testing new recovery amenities in several clubs to learn what members want.

Education

No education record was found in any company source.