Jamie Medeiros
Planet FitnessAbout Jamie Medeiros
Jamie Medeiros is Chief Brand Officer at Planet Fitness (PLNT), promoted from VP National Marketing in August 2022; she joined the company in 2000 (starting at the front desk of PF’s third location) and rose through corporate marketing leadership, where she led iconic campaigns like “Lift Things,” “No Gymtimidation,” and Times Square New Year’s Eve sponsorships . She continues as CBO under the current leadership structure, reporting to the Chief Marketing Officer following the 2025 realignment . Education: University of New Hampshire (per external profile) . Company performance context during her senior tenure: FY2024 revenue rose 10.3% to $1.2B and Adjusted EBITDA increased 12% to $487.7M, with ~19.7M members and 2,722 clubs at year-end ; PF’s pay-versus-performance table shows a $100 investment equating to $132.39 in 2024, offering TSR backdrop for executive incentives .
Past Roles
| Organization | Role | Years | Strategic Impact |
|---|---|---|---|
| Planet Fitness | Chief Brand Officer | 2022–present | Leads brand strategy and national/local marketing; stewarded flagship campaigns (“Lift Things,” “No Gymtimidation”) and Times Square sponsorship; reports to CEO (2022) and CMO (2025 realignment) |
| Planet Fitness | VP, National Marketing | 2012–2022 | Drove ‘Judgement Free’ positioning and marketing strategy; membership reached 16.5M and 2,324 stores as of June 30, 2022 |
| Planet Fitness | Director of Marketing | pre‑2012 | Earlier corporate marketing leadership prior to VP role (dates not disclosed) |
| Planet Fitness | Front Desk (third PF location) | 2000 | Ground-level operational experience prior to corporate marketing |
External Roles
- No external public-company directorships disclosed in company proxy or press releases .
Fixed Compensation
- Jamie Medeiros is not a Named Executive Officer (NEO) in PF’s 2025 proxy; her base salary, target bonus, and cash compensation amounts are not publicly disclosed. Company-wide executive program philosophy emphasizes competitiveness, transparency, and pay-for-performance with market benchmarking and Meridian Compensation Partners advising .
Performance Compensation
- Specific incentive metrics and payouts for Jamie are not disclosed. PF’s executive annual bonus plan design (context for senior leaders) is entirely corporate-goal based in 2024 with a 200% cap; metrics and targets were aligned to the operating plan .
| 2024 Bonus Plan Metrics (Company Program) | Weighting (%) | Threshold | Target | Maximum | 2024 Result | Payout for Metric |
|---|---|---|---|---|---|---|
| Adjusted EBITDA ($MM) | 33.33 | 434.4 | 482.7 | 531.0 | 487.7 | 110.4% |
| Same Club Sales EFT Dollars (System-wide, $MM) | 33.33 | 3,768 | 3,884 | 4,001 | 3,813 | 44.5% |
| Total Franchise Club Placements (#) | 33.33 | 116 | 137 | 158 | 124 | 43.2% |
- Long-term incentives: PF grants RSUs (time-based) and PSUs (performance-based). Since 2024, PSUs use a 3-year performance period tied to adjusted net income per share; RSUs typically vest in equal annual tranches over 3 years . Equity grant timing is generally March, with additional grants for new hires or transitions; PF did not grant stock options to NEOs in 2024 .
Equity Ownership & Alignment
| Policy / Practice | Details |
|---|---|
| Stock ownership guidelines | CEO: 5x salary; other senior executive officers: 3x salary; until met, retain 100% of net shares from vesting. As of Dec 31, 2024, compliance disclosures were provided for certain NEOs (Keating, Simmons, Bode met guidelines); no disclosure for Medeiros . |
| Clawbacks | 2019 executive recoupment policy (committee discretion) and 2023 SEC/NYSE-compliant clawback requiring recovery of incentive comp linked to financial reporting measures upon restatement (3 fiscal years look-back) . |
| Insider policy | Prohibits hedging, short sales, and pledging; trading only in windows or via compliant 10b5‑1 plans with preclearance . |
| Governance highlights | No excise tax gross-ups in existing agreements; independent comp consultant; pay-for-performance philosophy . |
Beneficial ownership amounts, vested/unvested breakdown, options, and pledging status for Jamie Medeiros are not disclosed in the proxy; no Form 4 transactions located referencing her name in recent filings (CBO is not a Section 16 NEO absent specific designation).
Employment Terms
- PF’s Executive Severance & Change in Control Policy (adopted July 1, 2021) covers executive officers (including “all other eligible employees” beyond CEO/President) with non-compete and restrictive covenants and offsets against other arrangements . Key economics:
| Scenario | Base Salary Multiple | Bonus | Equity | Benefits Continuation |
|---|---|---|---|---|
| Involuntary Termination (non‑CIC) – “All other eligible employees” | 100% of base salary | Pro‑rated current-year bonus; if termination occurs before prior-year bonus is paid, receive 100% of prior-year bonus | Unvested time-based equity continues to vest for 12 months; performance-based awards generally forfeited unless period ended pre‑termination (then paid per award terms) | Company portion of medical/dental/vision premiums ×12 months |
| Involuntary Termination within 24 months of CIC – “All other eligible employees” | 150% of base salary | 100% of target bonus for the CIC year; plus 100% of prior-year bonus if unpaid | All unvested time-based equity vests immediately; performance-based equity vests at target (subject to award terms if performance period completed) | Company portion of medical/dental/vision premiums ×12 months |
- Dispute resolution, indemnification, and administration mechanics under the Plan are specified (New Hampshire law; Compensation Committee oversight) . PF also maintains standard indemnification agreements for officers with Delaware Chancery jurisdiction and advancement/indemnity procedures .
Investment Implications
- Alignment: PF’s policies (ownership guidelines, 3-year PSUs, clawbacks, anti-hedging/pledging) reduce misalignment and trading-related risk; senior executive equity is designed to encourage retention and long-term value creation—relevant for brand leadership roles like CBO even though Jamie’s specific grants aren’t disclosed .
- Retention risk: Severance economics for non‑CEO executives (1.0x base non‑CIC; 1.5x base + 1.0x target bonus CIC) are moderate and coupled with equity vesting provisions that either continue vesting (non‑CIC) or accelerate (CIC), balancing talent retention with shareholder protection .
- Performance linkage: Annual bonuses for executives are tied to Adjusted EBITDA, system EFT dollars, and club placements; 2024 payouts reflect mixed attainment—EBITDA exceeded target while sales/placements underperformed—highlighting operational levers affecting variable pay .
- Trading signals: Company RSUs typically vest annually and PSUs settle after 3 years; equity grant cycles often occur in March, which can create routine vesting-related volume around windows—monitor Section 16 filings to assess selling pressure, noting that Medeiros’ transactions are not disclosed in the proxy and no recent Form 4s were identified for her .
- Execution track record: Jamie’s two-decade brand leadership underpins PF’s differentiated positioning and member growth; 2024 results (+10.3% revenue, +12% Adjusted EBITDA; 150 club openings; ~19.7M members) and 2025 investor-day strategy updates support continued brand evolution and growth runway .