Jamie Medeiros

Jamie Medeiros joined Planet Fitness in 2000, where she worked at the front desk in the Company’s third location before transitioning to the Planet Fitness corporate marketing team. Throughout her tenure, she has held roles of increasing responsibility and now serves as Chief Brand Officer. She is responsible for leading Planet Fitness’ brand strategy and working collaboratively across the organization and with its agency partners to ensure the brand vision comes to life.

Ms. Medeiros has been instrumental in developing Planet Fitness’ marketing strategy and its “Judgement Free” positioning in the fitness industry. She played a pivotal role in creating marketing campaigns that have built the brand over the past two decades, including iconic advertising campaigns like “Lift Things” and “No Gymtimidation,” along with pillar marketing sponsorships like the brand’s New Year’s Eve celebration in Times Square.