Jennifer Simmons

Chief Strategy Officer Planet Fitness

Last Reviewed: October 1, 2026

Executive Summary

Jennifer Simmons is Chief Strategy Officer of Planet Fitness, a post the company created in March 2025 to put data behind the execution of its strategic plan. She is one of the longest-serving members of its leadership team. She joined in 2013 as a business analyst, built the company’s strategy and analytics function, and then ran operations herself as head of its company-owned clubs. That path, from the analysis desk to running clubs and back to strategy, is rare at the top of a public company. It means the person setting strategy has also been accountable for running the company’s own clubs.

Career Highlights

• Chief Strategy Officer of Planet Fitness since 3 March 2025, reporting to Chief Executive Colleen Keating.
• Division President, Corporate Clubs from November 2022 to March 2025, responsible for the performance and growth of the company-owned club portfolio.
• Senior Vice President of Business Strategy and Analytics from November 2019, a function she built from the ground up.
• Joined Planet Fitness in 2013 as a business analyst.
• Earlier held finance and business planning roles at Timberland, PepsiCo and Fisher Scientific International.
• Holds an MBA in Finance from the University of New Hampshire and dual bachelor’s degrees from Indiana University.

Professional Journey

Simmons earned dual bachelor’s degrees in economics and sociology at Indiana University and later an MBA in finance at the University of New Hampshire. Her early career was in finance and business planning at three large companies: Fisher Scientific International, PepsiCo and Timberland. Planet Fitness’s 2022 announcement adds corporate development at Fisher Scientific and a period in management consulting.

She joined Planet Fitness in 2013 as a business analyst. Over the next six years she built its business strategy and analytics functions. The company’s 2024 proxy says she used data, analytics and insights to develop its overarching corporate strategy and “played an instrumental role in the major strategic decisions made by the Company”. In November 2019 she joined the executive leadership team as Senior Vice President of Business Strategy and Analytics.

In November 2022 she moved from analysis to operations, becoming Division President, Corporate Clubs. That made her responsible for the company-owned estate, then more than 200 clubs across 14 states and Canada, which is the smaller part of a system where about 90 percent of clubs belong to franchisees. Her remit covered overall performance, building the team and finding growth and expansion opportunities for the corporate fleet.

In February 2025, as Chief Executive Colleen Keating reorganised the senior team, the company announced that Simmons would move into a newly created Chief Strategy Officer role from 3 March 2025. The company said the job is to ensure “a data-driven approach to support the execution of the Company’s strategic imperatives”, identify emerging trends and keep Planet Fitness positioned as the fitness category leader. At the time she had been with the company for 11 years. She continued to report to Keating.

She appeared on the executive leadership team slide at the company’s November 2025 Investor Day. There Keating set out four strategic imperatives: the brand promise, the member experience, the club format and new club growth. The company’s 2026 proxy statement again lists her as Chief Strategy Officer.

Education

University of New Hampshire

MBA, Finance

Indiana University

Bachelor’s degrees in Economics and Sociology