Director, Geospatial Analytics and Data Science

About Us Founded in 1992 in Dover, NH, Planet Fitness is one of the largest and fastest-growing franchisors and operators of fitness centers in the world by number of members and locations. As of March 31, 2026, Planet Fitness had approximately 21.5 million members and 2,909 clubs in all 50 states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico, Australia and Spain. The Company’s mission is to enhance people’s lives by providing a high-quality fitness experience in a welcoming, non-intimidating environment, which we call the Judgement Free Zone®. Approximately 90% of Planet Fitness clubs are owned and operated by independent business owners. At Planet Fitness, our unique mission has always been to enhance people’s lives by providing a high-quality fitness experience in a welcoming, non-intimidating environment. And we’re proud of the amazing Planet Fitness team that supports our clubs and team members. They are comprised of dynamic, dedicated, and talented individuals who represent our values of integrity, transparency, passion, respect, and excellence (while having fun!) in everything they do. Joining the PF family means being part of a company that cares about bettering the health and wellbeing of our communities. It means being a part of a supportive, engaging workforce with an inclusive culture that values diversity and creates an environment where everyone can feel they belong. It means encouraging professional growth and development. It means making true, lasting connections with your co-workers with celebrations, team building activities and engaging corporate events! It means creating a positive impact in our local communities through our Judgement Free Generation® philanthropic initiative. It means being part of a brand that you can be proud of! For the past 30 years, we’ve helped millions of people in their fitness journey and revolutionized the industry along the way. And we’re just getting started! Overview Reporting to the Vice President, Enterprise Analytics, the Director, Geospatial Analytics & Data Science serves as the primary analytics partner responsible for proposing, designing, and building enterprise-wide geospatial and location intelligence solutions and insights that optimize domestic and international market growth and existing and new club performance. Leading a team of Geospatial Analysts and Data Scientists, this role delivers descriptive, diagnostic, predictive, and prescriptive geospatial analytics solutions that enable leaders to make informed, data-driven decisions regarding new market expansion, site selection, market planning, M&A target footprint diagnostics, and network optimization. Working cross-functionally with Real Estate, Strategy, Development, Marketing, Finance, and Operations, the Director develops scalable, productized geospatial solutions embedded as fundamental elements of overall business strategy and enterprise-wide decision making. The Director plays a critical role in advancing Planet Fitness' analytics maturity by replacing fragmented analyses with standardized geospatial analytics solutions built with modern data science methodologies. The ideal candidate combines strong business acumen, expertise in geospatial analytics and data science, passion for building, deploying, and supporting productized analytics solutions, stakeholder management skills, and a proven track record of partnering with senior leaders to drive measurable business impact. This role follows a hybrid schedule and requires regular, in-person work at our Boston, MA or Hampton, NH office. Our hybrid model is M/T/W in office and TH/F are optional work-from-home. Candidates must reside within commuting distance of one of these locations. Fully remote work is not available for this role. Responsibilities Functional Analytics Leadership Serves as the primary geospatial analytics and data science partner to Real Estate, Development, Strategy, Operations, and executive leadership. Develops and executes the geospatial analytics roadmap aligned with enterprise growth priorities and business objectives. Leads the development of scalable analytics products, predictive models, and location intelligence solutions supporting site selection, market planning, and portfolio optimization. Identifies emerging market trends and champions innovative analytics methodologies that improve business performance and strategic decision-making. Geospatial Analytics, Data Science, Measurement, & Reporting Proposes, designs, develops, scales, and supports predictive models and geospatial analyses supporting site selection, trade area optimization, market prioritization, white space analysis, cannibalization, and portfolio planning. Applies GIS, statistical modeling, forecasting, and data science methodologies to evaluate market opportunities and optimize growth strategies. Continuously improves geospatial analytics capabilities through enhanced reporting, predictive models, AI-enabled tools, and location intelligence technologies. Translates demographic, competitive, member, operational, and financial data into actionable insights that improve market expansion and business performance. Establishes enterprise KPIs, executive dashboards, scorecards, mapping solutions, and self-service reporting capabilities supporting market planning and portfolio performance. Standardizes geospatial methodologies, data definitions, and reporting processes while replacing manual analyses with scalable enterprise analytics products. Promotes adoption of geospatial analytics tools and reporting capabilities across business stakeholders. Cross-Functional Business Partnership Collaborates with Strategy, Real Estate, Development, Finance, Marketing, and Operations to align market planning and business priorities. Supports enterprise initiatives through advanced analytics, business case development, financial modeling, scenario analysis, and performance measurement. Presents analytical findings and strategic recommendations to senior leadership in a clear, concise, and actionable manner. Team Leadership & Development Leads, coaches, and develops a team of Geospatial Analysts and Data Scientists, fostering technical excellence, innovation, and business partnership. Establishes priorities, provides guidance on analytical methodologies, predictive modeling, GIS technologies, and executive communication. Partners with Enterprise Analytics leadership to advance analytics capabilities, processes, and organizational standards. Qualifications Masters degree in Geography, GIS, Analytics, Data Science, Statistics, Economics, Computer Science, Mathematics, Urban Planning, Engineering, or a related quantitative field 8+ years of progressive experience in geospatial analytics, GIS, location intelligence, business analytics, data science, market planning, or related analytical disciplines 5+ years of experience leading analytics teams while partnering with senior business leaders to influence strategic decision-making Demonstrated success building scalable geospatial analytics products, predictive models, and decision-support capabilities that drive measurable business outcomes Experience applying geospatial analytics to site selection, trade area analysis, market planning, territory optimization, white space analysis, portfolio optimization, or competitive intelligence Strong understanding of statistical analysis, predictive modeling, machine learning, forecasting, and spatial analytics methodologies Experience developing executive dashboards, scorecards, interactive mapping solutions, KPI frameworks, and self-service reporting capabilities Expertise with GIS and analytics technologies such as Esri ArcGIS, Alteryx, SQL, Python, Snowflake, Power BI, Tableau, or similar platforms Ability to synthesize large, complex geographic and business datasets into clear, actionable insights that support strategic decision-making Extremely detail-oriented, efficient, and organized with an exceptional ability to establish priorities and objectives and manage multiple projects simultaneously Exceptional presentation and communication skills along with the ability to communicate effectively across all levels of the organization, including executives Able to establish and maintain effective, collaborative work relationships with diverse individuals, internally and externally Creative, progressive, thought leadership with the ability to influence at all levels of the organization Excellent leadership and people management skills including the ability to build, motivate, guide, and mentor teams to achieve ambitious goals Possess a results-driven entrepreneurial mindset, demonstrating initiative and creativity Demonstrated strategic thinking, creative problem-solving, and organizational leadership skills Exhibits comfort, ease, and flexibility working in an extremely fast-paced ever-changing, deadline-driven environment Cooperative team player with an upbeat, positive, “can-do” attitude! Perks Planet Fitness cares about you and your well-being. We offer a comprehensive benefits package to eligible employees which includes the core medical, dental, vision, life and disability as well as supplemental accident, hospital and critical illness coverage options. In addition, we are proud to offer eligible employees a generous time off program (including volunteer time), childcare reimbursement, paid parental leave, pet care reimbursement, tuition reimbursement, free Black Card membership, learning and development programs and a whole host of engagement activities. We offer a 401(k) Plan with safe harbor employer matching and an employee stock purchase plan. This role is also eligible to participate in an annual corporate bonus incentive program based on company financial and personal performance. The salary for MA-based and NH-based employees hired into this role will be aligned with the range below. This is a good faith estimate, and the amount of base salary will correspond with a candidate’s professional experience, qualifications and internal equity. Annual Base Salary Range: $200,000-$240,000 Note to Applicants: We have been made aware of an increasing number of hiring fraud schemes across numerous platforms. Planet Fitness never requires advance payments of any kind for computer equipment or any other purpose at the start of employment. Any request for you to provide payment information during the application process is part of a fraud scheme. Further, we recommend that you do not provide sensitive personal information (SSN, DOB, driver’s license number) as part of the initial application process. Min Max