Jennifer Simmons Continued from page 18
in our business so we can proactively identify areas of opportunity and risk , as well as supporting all functions of the business with information to impact day-to-day decision-making . We strive to ensure that our decision-making is grounded with data to optimize outcomes . One of the most rewarding aspects of my role is in evaluating the viability of potential new strategies and seeing the impact of those on the business .
Hard data is critical to the business , but franchisees are the ones who are in it every day .
As the world adjusts to life post-COVID , what are your goals for the coming year ?
Near term , our goal is to support the rest of the company in reopening clubs , keeping clubs open , and acquiring and retaining members . Beyond that , we are focused on using our data and insights to successfully and strategically prepare for the next wave of growth for our business – it is coming .
Going forward , how will data drive the decision-making process and strategic plan for PF ?
Any strategic decision we make is always grounded in hard
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Unlock real-time member feedback for your club with RevFitness . data . The test and learn process is important to our business – we try things , see how the model reacts and use the resulting data to measure success and inform our path forward . Data will play an even bigger role in the strategic planning process for us in the future , particularly in support of our digital strategy .
How do you see the use of data analytics evolving within the fitness industry ?
The more information we have about what ’ s important to our members and potential members – what interests and motivates them , what they ’ re looking for in a gym , what their hesitations or barriers might be – the more we learn about our opportunity to help them start or stick to a fitness journey .
How does the collaborative partnership between PFHQ and the PFIFC assist you in your role ?
Hard data is critical to the business , but franchisees are the ones who are in it every day . Being able to pair the data we analyze here at PFHQ with the real-life experience and insights from franchisees and look at all that information holistically is invaluable to our strategic planning .
What makes the Planet Fitness ® franchisee community special ?
We have such a diversity of franchisees in our system , from individual club owners to private equity groups and everything in between . The breadth of experience and varying perspectives they bring to the business is a little unique and very beneficial .
From your view , what are some of the biggest challenges for the brand and franchisees ?
Developing new ways to attract the 80 %, while maintaining the simplicity of our model and the core elements that have led to our success . Also , trusting each other enough to allow for change and growth .
What are your favorite things about the PF brand ? Hands down , it ’ s the people and the energy , curiosity and entrepreneurial spirit they bring to the business every day . I also really appreciate the simplicity of our business model and all the things our brand stands for . That ’ s what ultimately gets first-time gym users to get off the couch and give us a try .
2020 Issue 3 | GearedUp
What are three things people would be surprised to know about you ?
1 . Most people don ’ t know that I made the decision to leave my career when my husband and I started a family . I spent several years at home taking care of my kids and supporting my husband ’ s dedication to his career .
2 . I was captain of my high school track team and have run four marathons . I was hoping to run the Boston Marathon again with the PF team this year … but we all know what happened with that .
3 . I ski every weekend between Thanksgiving and Easter !
Tell us a little about your personal / family life .
My husband and I have been married for 22 years and have two boys in college , Ben , 20 , and Jack , 18 . It was a little tricky dropping off our freshman , Jack , at school amidst a pandemic … and I ’ m wondering if our empty nest might not be empty for long ! G
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