Director of Fitness Innovation & Development (DFW)

Benefits:

• 401(k)
• 401(k) matching
• Bonus based on performance
• Competitive salary
• Dental insurance
• Health insurance
• Paid time off
• Vision insurance

The Director of Fitness Innovation and Development leads the strategic vision, design, and execution of Excel Fitness’ fitness programs and personal training offerings. This role ensures the organization remains at the forefront of fitness trends, develops scalable programs across multiple locations, and drives measurable business growth through innovative, high-value fitness solutions.

Duties and Responsibilities:

• Develop and implement innovative fitness and personal training (PT) programs aligned with company goals.
• Lead the creation of a scalable PT program, incorporating program design, operational processes, staffing models, and member experience standards.
• Drive revenue growth by expanding Personal Training offerings and optimizing EFT to increase member engagement and recurring revenue.
• Identify, develop, and oversee additional fitness-related offerings (e.g., small group training, wellness services, specialty programs) to diversify revenue and increase member value.
• Collaborate with Marketing and Operations to develop promotional campaigns, sales tools, and member engagement strategies that drive participation and retention.
• Support growth initiatives by providing strategic guidance for new pre-sale clubs, additional locations within approved DMAs, and entry into new markets, ensuring consistent program quality and member experience.
• Establish KPIs, reporting tools, and analytics processes to track participation, revenue, member satisfaction, and staff performance.
• Ensure consistency and quality of training delivery across all locations.
• Build, coach, and lead a high-performing fitness team, including regional and club-level fitness leaders and personal trainers.
• Oversee recruitment, training, and professional development programs to ensure consistent, high-quality service delivery.
• Foster a culture of accountability, innovation, and excellence across the fitness department.
• Partner with Operations to integrate fitness programming seamlessly into club workflows.
• Manage the fitness budget, forecasting needs, and optimizing resources for maximum ROI.
• Stay ahead of fitness trends, innovations, and best practices to keep Excel’s offerings fresh and competitive.
• Build relationships with vendors, partners, and industry leaders to bring new ideas and capabilities to Excel’s fitness programs.
• Act as an internal and external brand ambassador for Excel Fitness, representing our commitment to exceptional member health and wellness experiences.

Qualifications:

• HS diploma or equivalent required. Bachelor’s degree preferred in Exercise Science, Kinesiology, Business, or related field preferred. Equivalent related work experience or combination of experience and education may be considered in lieu of Bachelor's degree.
• At least 8 years of progressive experience in fitness programming, multi-location operations, or revenue management (franchise experience preferred) and at least 5 years of direct upper management and leadership experience required.
• Demonstrated success in building and scaling PT or similar fitness programs with measurable revenue and engagement results.
• Familiarity with Excel’s mission, values, vision, and culture, as well as the Planet Fitness brand and operational requirements preferred.
• Proven ability to lead, encourage, develop, and supervise the work of others.
• Advanced knowledge of managing a budget and cost controls.
• Must be a team-oriented, self-motivated, well-organized individual.
• Solid business acumen and the ability to think strategically while solving problems and driving results is required.
• Must be able to communicate effectively with all internal and external key partners, as well as foster collaboration amongst other company leaders.
• Must have the ability to handle difficult situations and deal with sensitive and highly confidential information.

Supervisory Responsibility: This position will directly oversee the fitness leadership team, including Regional Fitness Managers and other key support roles. Indirect oversight of all club-level fitness staff, including Fitness Managers and Personal Trainers, ensuring consistent execution of programs, performance standards, and member experience across all locations. Responsible for the performance management and hiring of all individual fitness management team members. Will ensure adherence of all Excel Fitness Standards and operating procedures, as well as support financial goals and budgets for the company.

Budgetary Responsibility: This position will be authorized to approve all fitness-related expenses in consultation with COO/CFO/CEO as needed. Prepares an annual budget and is accountable for all expenditures, income, and variances of approved budgets and financial results.

Work Environment: This job primarily operates remotely in a professional office and routinely uses standard office equipment such as computers, photocopiers and printers, and phones. The noise level in the work environment is usually quiet while in the office and loud when in the club.

Physical Demands: The physical demands described here are representative of those that a Team Player must meet to successfully perform the essential functions of this job.

• Regularly required to talk and hear.
• Frequently required to sit; stand; walk; use hands to finger, handle or feel; and reach with hands and arms.
• Occasionally required to climb, balance, stoop, kneel, crouch or crawl.
• Must frequently lift and move up to 10 pounds and occasionally lift and move objects up to 50 pounds.
• Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to adjust focus.

Position Type/Expected Hours of Work: This is a full-time, exempt position. Under the Regulations, Part 541, an exempt Team Player is one who is not entitled to the minimum wage or overtime pay protections of the Fair Labor Standards Act (FLSA).

Standard work days and hours are Monday through Friday, between 8:00 a.m. and 5:00 p.m. This position will regularly work outside of normal business hours, including evenings and weekends, as needed to coincide with club operation needs, complete job responsibilities, and/or when traveling for business.

Travel: 50% travel is expected for this position, including a minimum of one visit per month to the Excel corporate office in Austin, Texas. Must be willing to travel based on company needs to all locations and work sites, as necessary, within a reasonable timeframe, either by driving or flying. Overnight trips will be necessary when traveling outside of the local area.

EEO Statement: Excel Fitness is an Equal Opportunity Employer. We are committed to the policy of equal employment opportunity in recruitment, hiring, career advancement, and all other employment practices.

We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.

JOIN THE CLUB.

Enhancing people’s lives with an affordable, high-quality fitness experience requires a team of inspiring, motivated and fun-loving go-getters. As one of the largest and fastest-growing franchisors and operators of fitness centers in the United States, Planet Fitness is just getting warmed up. We’re continuously seeking top talent to join us in cultivating the Judgement Free Zone® and shaping the future of our brand. With more than 2,000 locations in all 50 states, the District of Columbia, Puerto Rico, Canada, the Dominican Republic, Panama, Mexico and Australia, there’s plenty of opportunity on our Planet and we are always looking for talented individuals to join our team!

Our member mission says it best: our product is a tool, a means to an end; not a brand name or a mold maker, but a tool that can be used by anyone. To use our product, members need to feel inspired and motivated. That’s where you come in. If you’re looking for a place where you can make a difference in a customer’s life, you’ve found it. Come to add your mojo to the Judgement Free Zone, but stay for the feeling that you’re making a difference on our Planet.

TO FIND YOUR PERFECT FIT, SEARCH FOR A CLUB OPPORTUNITY NEAR YOU.

Employees at a franchise location are employed by the Franchisee and are not employees of PFHQ (the Franchisor). PFHQ neither dictates nor controls labor or employment matters for franchisees or their employees, and does not retain any reserved authority to control the terms and conditions of employment for franchisees or their employees. Each franchisee is responsible for ensuring compliance with local, state and federal law.