Brian Povinelli joined Planet Fitness in 2025 as the Company’s Chief Marketing Officer. Mr. Povinelli is a proven brand marketer and executive leader with a career spanning the largest hospitality brands in the world, apparel brands, and marketing agencies. Mr. Povinelli most recently served as Global Head of Marketing & Brand of Marriott International where he was responsible for many of the company's marketing functions, including marketing partnerships, demand generation in the U.S. and Canada markets, loyalty marketing, portfolio marketing/strategy, and brand marketing for over 25 brands. At Marriott, he frequently interacted with Marriott's franchisees and managed a marketing budget of over $1 billion. Prior to this position, Mr. Povinelli served as Marriott's SVP, Global Brand, Loyalty and Portfolio Marketing from 2020 to 2023 and as SVP, Global Brand Leader for Westin, Le Meridien, Renaissance, Autograph Collection, Tribute Portfolio & Design Hotels from 2016 to 2020. Prior to its acquisition by Marriott, Mr. Povinelli held roles of increasing responsibility at Starwood Hotels where he helped grow the Westin, Sheraton and Le Meridien brands. Mr. Povinelli served in advertising and marketing roles at Reebok International from 1999 to 2006. He began his career at Doner Advertising. Mr. Povinelli holds a Bachelor's Degree in Marketing from James Madison University.