American franchisor and operator of fitness centers, Planet Fitness, has appointed Sherrill Kaplan as chief digital officer.
In her new role, Kaplan will lead the company’s digital strategy and focus on consumer engagement and loyalty efforts and create a differentiated omnichannel experience to accelerate the brand’s overall growth and success.
Kaplan will report directly to the company’s chief executive Chris Rondeau.
“This appointment and newly created leadership role, demonstrates our continued commitment to digital innovation and is a key part of our bricks with clicks growth strategy. Sherrill’s unique background that spans digital marketing, innovation, e-commerce, branding, and customer loyalty, will make her an instrumental addition to our team as we continue to enhance our digital offerings and engage with our members inside and outside our four walls.”
“Sherrill has a strong track record of leading digital acceleration efforts and enhancing consumer experiences for well-known consumer brands across various industries,” said Rondeau.
Prior to joining Planet Fitness, Kaplan served as a global marketing operations advisor for Advent International, a global private equity firm. She also has experience serving as head of marketing and sales at car-sharing service Zipcar, where she played a key role in creating demand and revenue generation and handled all marketing functions. Prior to her stint at Zipcar, Kaplan held the role of vice president of digital marketing and innovation at Dunkin’ Brands, where she was responsible for developing and marketing Dunkin’s digital platforms, including the DD Mobile app and the DD Perks loyalty program.
Kaplan has also held senior roles at various global brands, including American Express and Citi. She currently serves as an independent member of the Fiesta Restaurant Group Board of Directors and the Massachusetts Innovation & Technology Exchange (MITX).
Kaplan holds a B.S. from Boston University and a M.B.A. from the University of Denver’s Daniels College of Business.
“As Planet Fitness continues to lead the fitness industry, I am thrilled to join the Company at such an exciting time,” said Kaplan. “I’ve long admired Planet Fitness’ mission to introduce more people to fitness, enhance their lives, and ultimately create a healthier world. Planet Fitness has an unrivaled value proposition which has only been enhanced by their recent digital offerings. I look forward to building upon this momentum and leading the next generation of digital innovation.”