2018 Issue 1 | GearedUp

Tell us about your career before PF ®. I started my career as a software engineer, developing advanced avionics, communications and threat detection systems for defense contractors. I have a master’ s degree, specializing in computer and systems engineering, but always had a desire to build my own business. So, three years out of college, I started a consulting company and eventually partnered with another independent consultant to grow a software and systems development firm that specialized in emerging technologies and large-scale system implementation for government, corporate IT and consumer products. We rapidly grew the company on the progressive waves of technology innovation that was fueling the expansion of information technology throughout the economy. After 10 years, I went back into the corporate and private equity environments, working for some of the largest market leaders, including PepsiCo, Bank of America and Sonic Drive-In. I continued to specialize in creating competitive advantage with digital and data technology across a variety of industries.

What are some of your day-to-day responsibilities?

Twenty-five percent managing the current IT operations and learning our business model; 25 percent developing the innovation roadmap and blueprint; 25 percent paving the path to execute the roadmap while still running the business; and 25 percent kicking off phase I of the initiatives portfolio.

What makes the Planet Fitness franchisee community special? The unwavering passion and

commitment, diversity of experience and strong relationships. Also, I’ ve worked with many franchise businesses over the years, and this is one of the most technically sophisticated franchisee groups that I’ ve had the privilege to work with.

From your view, what are some of the biggest challenges for the brand and franchisees?

Our size, scale and growth can be a double-edged sword. Currently, it’ s one of our competitive advantages, but companies can sometimes lose their focus, agility and adaptability as they get larger and the competitive landscape changes. I feel good about how we’ re beginning to recalibrate our mindset and practices to support our growth strategy. We are embracing the four A’ s of strategic growth: 1) Anchoring to key fundamentals on which the brand was created; 2) Adjusting to shifts in consumer behavior and technology; 3) Adapting to patterns of change in the competitive landscape; and 4) Assessing patterns of risk to help anticipate obstacles and avoid risks.

What are your goals for 2018 in this position?

1) Driving strategic alignment and prioritization;

2) Improving core practices needed to support strategic initiatives, including development, data management, project management and implementation;

3) Building the first phase of our integrated data network to support revenue growth and operational efficiency initiatives;

How important is technology to the future of Planet Fitness?

Technology will be a fundamental engine of growth and performance for our brand.

What are your favorite things about the PF brand?

The people, the passion and the purpose that help create one of the leading fitness brands in the industry. As I said earlier, I also enjoy working with the diversity of talent and experience across the PF franchisee groups.

What are three things people would be surprised to know about you? 1) Trained for my private pilot’ s license. 2) Enjoy extreme sports, including skydiving, bungee jumping and skiing.

3) The New York Times wrote a piece on my wife and I for the way I funded and built my first house in the mid-1980s.

Tell us a little about your personal / family life.

I was married to my high school sweetheart for 35 magnificent years, with three wonderful children and four crazy, awesome grandchildren. Sadly, my wife passed away early last year, but we are all blessed to still feel her in some form or fashion every day. I spend quite a bit of time at our beach place in Ocean Isle, North Carolina. I have several rental properties and renovations on the island. I have a wide variety of hobbies and interests, including fishing, biking, golfing, running, motorcycles, flying planes and renovating houses. G

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