Brian Povinelli serves as Chief Marketing Officer at Planet Fitness Inc. (Class A shares), where he leads the company's global marketing strategy, brand positioning, and customer acquisition efforts for the world's largest low-cost gym chain. With over two decades of experience in consumer marketing, Povinelli joined Planet Fitness in 2015 as Vice President of Marketing before ascending to his current role in 2020. His career began at Procter & Gamble, where he managed powerhouse brands like Gillette, honing skills in consumer insights, product innovation, and global campaign execution. He later advanced to Senior Vice President of Marketing at Gatorade (PepsiCo), spearheading digital transformations and partnerships that revitalized the sports drink's market dominance. Under Povinelli's leadership, Planet Fitness has solidified its "Judgment Free Zone" ethos, growing membership from 10 million to over 18 million while expanding to more than 2,500 locations worldwide. Key achievements include launching viral campaigns like the "You Go, We Got You" initiative during the COVID-19 pandemic, which boosted digital engagement through app-based workouts and virtual challenges, resulting in record franchise development. He has also driven innovative partnerships with influencers, celebrities, and brands such as Pizza Hut, enhancing cultural relevance and driving a 20%+ increase in new member sign-ups in recent years. As CMO, Povinelli oversees a multifaceted team focused on data-driven personalization, social media dominance, and loyalty programs, positioning Planet Fitness as the accessible fitness leader for everyday people. His strategic vision has earned industry accolades, including Ad Age awards for marketing excellence, and continues to fuel the company's aggressive growth amid evolving wellness trends.