This week, on the Fitness + Technology podcast, Bryan O’Rourke welcomes Craig Miller, Chief Digital & Information Officer for Planet Fitness, the largest health club chain in the world, with 13 million members across 1800 clubs. Miller came to Planet Fitness via Sonic Drive-In, and he shares with F+T listeners his wealth of experience in the digital sphere and how data can be used to provide a competitive advantage in the fitness field.
One Powerful Quote:
8:00 “What I found is that probably 70, 75% of a digital strategy is really very consistent [across industry]. It isn't until the go-to-market or consumer-facing aspect of your business is when it really begins to change.”
OR
12:35: “The foundation of all digital strategies is data.”
4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed:
2:45 Guest Craig Miller talks about his first 18 months at Planet Fitness and how he ended up working at the world's largest health club chain.
4:40 Bryan asks Craig to talk about the Planet Fitness brand and its incredible growth and trajectory, which he attributes to strong fundamentals as well as a deliberate marketing campaign to recruit not the 20% of Americans who regularly go to the gym, but the 80% who do not.
7:40 Craig talks about what he sees as digital trends in the fitness industry, and how his experience working in other industries helps to inform and shape that view.
10:50: Craig shares the five objectives Planet Fitness uses to leverage the benefits of technology.
12:30: Bryan asks Craig to share his thoughts on the role data plays in Planet Fitness's digital strategy and how to use this volume of information in a meaningful way.
16:50 Craig shares his view of the at-home market, whether it is poised for continued growth, and what is holding this market back.
20:40 Craig reiterates to listeners the importance of staying true to a company's core values, and at 22:45, shares how thoughts on this year's IHRSA conference.
Bullet List of Resources:
https://www.planetfitness.com/
Guest Contact Information:
https://www.linkedin.com/in/craigj91
https://www.bryankorourke.com/
https://www.linkedin.com/in/bryankorourke/