VP, Digital

About Us

Founded in 1992 in Dover, NH, Planet Fitness is one of the largest and fastest-growing franchisors and operators of fitness centers in the world by number of members and locations. As of March 31, 2026, Planet Fitness had approximately 21.5 million members and 2,909 clubs in all 50 states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico, Australia and Spain. The Company's mission is to enhance people's lives by providing a high-quality fitness experience in a welcoming, non-intimidating environment, which we call the Judgement Free Zone®. Approximately 90% of Planet Fitness clubs are owned and operated by independent business owners.

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!

Overview

As our Vice President of Digital, you'll shape the digital experiences that help millions of people begin, maintain, and succeed in their health and wellness journeys.

This role oversees the digital ecosystem that powers the member experience, including mobile, web, and in-club digital platforms. From simplifying onboarding and self-service experiences to driving engagement, habit formation, and long-term member retention, you'll play a critical role in how members connect with the Planet Fitness brand every day. For a leader motivated by scale, innovation, and meaningful impact, this is an opportunity to shape digital experiences that reach millions and support healthier lives around the globe.

The Vice President, Digital is responsible for defining and executing the enterprise digital strategy, product roadmap, and member experience across Planet Fitness' digital ecosystem. This role provides strategic leadership for digital products and platforms, ensuring technology investments, member engagement initiatives, and business objectives are aligned to support growth, operational excellence, and long-term value creation.

The VP, Digital partners closely with executive leadership, Technology, Marketing, Operations, Finance, and Franchise stakeholders to deliver innovative digital experiences that drive member acquisition, engagement, retention, and satisfaction. This leader is responsible for building and developing high-performing teams while fostering a culture of innovation, accountability, and continuous improvement.

This role follows a hybrid schedule and requires regular, in-person work at our Boston, MA or Hampton, NH office. Our hybrid model is M/T/W in office and TH/F are optional work-from-home. Candidates must reside within commuting distance of one of these locations. Fully remote work is not available for this role.

Responsibilities

Digital Strategy, Product Vision & Innovation
• Develops and owns the long-term digital product strategy and roadmap aligned with organizational goals and growth priorities.
• Identifies opportunities to enhance member acquisition, engagement, retention, and overall digital experience.
• Partners with executive leadership to prioritize investments and emerging technologies that support business growth.
• Establishes digital product vision, governance, and prioritization frameworks that balance innovation with operational needs.
• Monitors industry trends, competitive intelligence, and emerging technologies to inform strategic decision-making.

Member Experience, Digital Products & Platform Management
• Oversees the strategy, development, and optimization of all digital member-facing platforms, including mobile applications, websites, and in-club digital experiences.
• Ensures digital products deliver a seamless, consistent, and engaging member experience throughout the membership lifecycle.
• Leads initiatives that improve self-service capabilities, personalization, digital adoption, and member satisfaction.
• Partners with Technology teams to ensure digital solutions are scalable, secure, reliable, and aligned with enterprise architecture standards.
• Champions a member-centric approach to product development and continuous experience improvement.

Business Partnership, Performance & Financial Leadership
• Serves as the executive leader and strategic advisor for digital initiatives across the organization.
• Partners with Marketing, Operations, Finance, Technology, and Franchise stakeholders to align digital priorities with enterprise objectives.
• Establishes and monitor key performance indicators, business outcomes, and operational metrics to measure digital success.
• Develops business cases, manage budgets, and ensure investments deliver measurable value and return on investment.
• Communicates digital strategy, progress, risks, and outcomes to executive leadership and the Board of Directors.

Leadership, Team Development & Organizational Effectiveness
• Recruits, develops, and retains high-performing teams across Digital Product Management, User Experience, Analytics, and Digital Operations.
• Fosters a culture of innovation, accountability, collaboration, and continuous improvement.
• Provides leadership, coaching, and professional development opportunities to leaders and team members.
• Establishes clear priorities, performance expectations, and operating rhythms that drive execution and results.
• Leads organizational change initiatives and champion the adoption of new digital capabilities throughout the business.

Qualifications

• Bachelor's degree required; MBA or equivalent advanced degree preferred
• 10+ years of progressive experience leading digital products, platforms, technology-enabled customer experiences, or related functions
• 5+ years of executive or senior leadership experience with responsibility for enterprise digital strategy and roadmap execution
• Proven experience leading large-scale digital transformation initiatives and complex cross-functional programs
• Demonstrated success operating within a consumer-focused, subscription, franchise, retail, hospitality, wellness, or multi-unit business environment preferred
• Experience leading digital product management, user experience, analytics, and/or digital operations teams
• Strong understanding of modern digital platforms, mobile applications, data-driven decision making, and customer engagement strategies
• Proven ability to influence executive stakeholders and communicate complex concepts to technical and non-technical audiences
• Experience in the health & fitness, wellness, or franchise-based consumer industry preferred
• Experience with wearables, fitness tracking integrations, or connected equipment ecosystems preferred
• Experience working within a global, multimarket organization - navigating regional variation in consumer behavior, regulatory environments, and localization needs across digital products preferred
• 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!

Perks

Planet Fitness cares about you and your well-being. We offer a comprehensive benefits package to eligible employees which includes the core medical, dental, vision, life and disability as well as supplemental accident, hospital and critical illness coverage options. In addition, we are proud to offer eligible employees a generous time off program (including volunteer time), childcare reimbursement, paid parental leave, pet care reimbursement, tuition reimbursement, free Black Card membership, learning and development programs and a whole host of engagement activities. We offer a 401(k) Plan with safe harbor employer matching and an employee stock purchase plan.


The salary for MA and NH-based employees hired into this role will be aligned with the range below. This is a good faith estimate, and the amount of base salary will correspond with a candidate's professional experience, qualifications and internal equity.

Annual Base Salary Range: $230,000-290,000

This role is also eligible to participate in an annual corporate bonus incentive program based on company financial and personal performance.

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.