How Planet Fitness VP Channels Company Culture into Brand Advocacy

Edward Bourelly’s passion for purpose and inclusivity has guided his entire career, including his move to vp of marketing for Planet Fitness in 2019. From the first time he saw people who looked like him in commercials to working for brands he could genuinely relate to like Levi’s and Nike, Edward believes marketing should always start with what drives your consumer. And that’s exactly what Planet Fitness stands for with its inclusive approach to “Gymtimidation” and the ways it’s breaking down social inequities in health and fitness. Here, discover how Edward’s team has embraced more time at home to promote the fitness brand, why he’s focused on hyper-localization, and how the pandemic has provided the industry a “once-in-a-generation opportunity” to rethink its societal role.