Planet Fitness, Inc. appointed Colleen Keating on April 16 as its new CEO, effective June 10, 2024. At that time, Craig Benson will resign as interim CEO but will continue on as a member of the company’s Board of Directors.
The move comes as members of the health club hit Planet Fitness with protests and cancellations over its policy to allow for open access to restrooms/changing rooms based on how an individual self-identifies.
“As the next CEO of Planet Fitness, I am eager to begin working alongside the management team and hit the ground running as we position the business for sustainable growth and value creation,” said Keating. “I have long admired the Planet Fitness brand and could not be more excited to dig in and help the Company reach its fullest potential.”
Keating is reportedly a “proven executive who brings to Planet Fitness over three decades of experience across hospitality, real estate, operations, and franchise management, with expertise in brand management and leading customer-facing organizations.”
Since 2020, Keating has been CEO of FirstKey Homes, LLC, the fourth-largest single-family rental home property management company in the United States. As CEO, she has led the strategic direction of the business, “increasing operational efficiency and driving scalable growth.” She also implemented “significant brand-aligned digital strategies and helped drive platform cost reduction while improving the overall resident experience.”
Before FirstKey, Keating worked in various roles of increasing responsibility at InterContinental Hotels Group (IHG), including chief operating officer of the Americas and Starwood Hotels & Resorts Worldwide, Inc.
“On behalf of the entire Board, we are thrilled to welcome Colleen as the next CEO of Planet Fitness,” said Stephen Spinelli, Jr. (Ph.D), chairman of the Board. “Colleen’s appointment is the culmination of an extensive search process conducted by the Board of Directors. Colleen’s deep operational knowledge, strategic mindset and understanding of large-scale franchise operations and consumer-facing brands made her stand out among the candidates considered. She also has a proven track record of building results-oriented teams and instilling cultures that put a premium on operational excellence and rigor, which we believe will be additive to Planet Fitness. We are confident that Colleen is an exceptional leader with the desired skills, experience and culture-first mindset necessary to accelerate Planet Fitness’s next phase of growth.
“I would also like to thank Craig for stepping in as Interim CEO. His leadership at this important time in the company’s history has been critical to our ongoing success, and I look forward to continuing to work alongside him as a member of our Board,” concluded Spinelli.
“As Interim CEO, I have gained a greater appreciation for the Planet Fitness brand, our franchisees and our team, and I am grateful to have had the opportunity to serve in this role,” said Benson. “As we usher in this new chapter in the company’s journey, I am confident that Colleen is an excellent choice as Planet Fitness’s next CEO, and I look forward to working with her as a member of the Board.”
