Medeiros is expected to lead the brand’s national and local marketing strategies and work collaboratively with agencies across the organization on creative, brand marketing sponsorships and activations as well as social media, ensuring the brand’s vision comes to life.
Medeiros began her career at Planet Fitness in 2000, starting at the front desk in the company’s third location before transitioning to the Planet Fitness corporate marketing team. Since then, Medeiros has moved on to leading the company’s national marketing efforts. She has played an instrumental role in developing and refining Planet Fitness’s marketing strategy and differentiated ‘Judgement Free’ positioning in the fitness industry.
“Jamie has played a pivotal role in developing and leading the breakthrough national marketing campaigns that have built our brand over the past two decades, including iconic advertising campaigns like ‘Lift Things’ and ‘No Gymtimidation,’ along with pillar marketing sponsorships like our New Year’s Eve celebration in Times Square,” said Chris Rondeau, Planet Fitness’s chief executive officer.
“She brings tremendous brand marketing leadership experience and institutional knowledge to this role, in addition to her strong ability to collaborate internally with franchisees and agency partners. I am confident that Jamie will continue to drive impactful results and strengthen our position as a leader in health and fitness.”
Planet Fitness was originally founded in 1992 in Dover, NH. Today, the fitness company has 16.5 million members and 2,324 stores in 50 states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico and Australia.
Medeiros will report to Rondeau.