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.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

@JeremySchumann With an unconventional background working in addiction recovery in South America, Jeremy Schumann is a brand marketer and strategist who has led marketing campaigns for top global brands ranging from Make-A-Wish, Nike and Uber Eats to Airbnb, Facebook and Google.