GET TO
Know
PFHQ Senior Vice President of Business Strategy & Analytics
JENNIFER
Simmons
2020 Issue 3 | GearedUp
Planet Fitness has always been close to Jennifer Simmons , senior vice president of business strategy & analytics . After all , she once worked on Liberty Lane and lived near the brand ’ s first location .
Her journey back to PF led through iconic brands – Pepsi , for example – and startups from coast to coast . In 2013 , however , the opportunity to join Planet was one too good to pass up . “ I actually lived in Dover , New Hampshire , when the first Planet Fitness opened in 1992 , so when I learned of the role with Planet nearly 20 years later , I was really excited to join the brand !” Simmons said .
Simmons earned her degree from Indiana University before going on to complete her MBA from the University of New Hampshire . In February , Simmons was promoted into the SVP role where she leads the data analytics function that supports business performance and strategic decision making , and is responsible for facilitating the ongoing development , communication and execution of the corporate strategic plan .
Simmons talked with Geared Up about her lifelong love of fitness , how data will impact strategic planning for the brand and how the partnership between PFHQ and franchisees is critical to the process .
Tell us about your career before PF ® .
After college , I spent a few years working in management consulting , and then , after getting my MBA , I held finance and business planning roles across a few different industries . Ironically , my first job after grad school was right here on Liberty Lane in Hampton , New Hampshire , where PFHQ is located , working in corporate development and treasury for Fisher Scientific . After leaving Fisher , I had the opportunity to work for a couple of really great brands – Pepsi-Cola and later Timberland – in various business unit planning roles on both the East and West Coast .
Immediately prior to PF , I worked for a small start-up VoIP telecom company ; in many ways , that experience prepared me well for my career with Planet . At the telecom company , I had to learn the workings of a “ recurring revenue ” business model and also got a taste for working in a very entrepreneurial environment . I loved that aspect of the role .
What inspired you to get into the health and fitness industry ?
Fitness has always been an important part of my own life , even more for the mental benefits than the physical ones . For me , it ’ s the best way to manage stress and anxiety .
What are some of your day-to-day responsibilities ?
No two days are ever the same . We have a curious team here at PF , so there ’ s never a shortage of new questions we ’ re trying to answer and we learn more about our business in the process . My team is very focused on understanding the key drivers and trends
Continued on page 20
18