VP, Digital Product

Planet Fitness•Boston, MA

10d•$230,000 - $290,000•Hybrid

About The Position

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.

Requirements

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
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!

Nice To Haves

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

Responsibilities

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.
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.
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.
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.