084, Craig Miller: The Importance of Data & Digital Strategy


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By Bryan O'Rourke and Bryan O'Rourke: Fitness Industry Technology Council. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.

This week, on the Fitness + Technology podcast, Bryan welcomes Craig Miller, Chief Digital & Information Officer for Planet Fitness, the largest health club chain in the world, with 13 million members across 1800 clubs. Miller came to Planet Fitness via Sonic Drive-In, and he shares with F+T listeners his wealth of experience in the digital sphere and how data can be used to provide a competitive advantage in the fitness field.

One Powerful Quote:

8:00 What I found is that probably 70, 75% of a digital strategy is really very consistent [across industry]. It isn't until the go-to-market or consumer-facing aspect of your business is when it really begins to change.


12:35: The foundation of all digital strategies is data.

4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed:

2:45 Guest Craig Miller talks about his first 18 months at Planet Fitness and how he ended up working at the world's largest health club chain.

4:40 Bryan asks Craig to talk about the Planet Fitness brand and its incredible growth and trajectory, which he attributes to strong fundamentals as well as a deliberate marketing campaign to recruit not the 20% of Americans who regularly go to the gym, but the 80% who do not.

7:40 Craig talks about what he sees as digital trends in the fitness industry, and how his experience working in other industries helps to inform and shape that view.

10:50: Craig shares the five objectives Planet Fitness uses to leverage the benefits of technology.

12:30: Bryan asks Craig to share his thoughts on the role data plays in Planet Fitness's digital strategy and how to use this volume of information in a meaningful way.

16:50 Craig shares his view of the at-home market, whether it is poised for continued growth, and what is holding this market back.

20:40 Craig reiterates to listeners the importance of staying true to a company's core values, and at 22:45, shares how thoughts on this year's IHRSA conference.

Bullet List of Resources:


Guest Contact information:


134 episodes