Planet Fitness has appointed Sarah Powell as its new General Counsel, further strengthening its executive leadership team as the company continues its international growth. Powell, who will report directly to CEO Colleen Keating, brings more than 25 years of experience in corporate law, compliance, and strategic risk management across the franchise and retail industries. She will officially assume the role on November 17, 2025.
Powell previously served as Executive Vice President, General Counsel, and Secretary at GoTo Foods, formerly known as Focus Brands, where she oversaw legal strategy for a portfolio of well-known franchises including Auntie Anne’s, Carvel, and Jamba. Her leadership supported the company’s network of more than 6,900 locations worldwide, shaping its approach to compliance and corporate governance in a complex global marketplace.
Before her time at GoTo Foods, Powell held senior legal roles at Advance Auto Parts, managing regulatory and operational matters for one of the largest automotive retailers in North America. Her experience navigating both private and publicly traded companies gives her a broad understanding of the challenges faced by fast-growing brands in highly competitive sectors.
“Sarah is a results-driven leader with extensive experience advancing key initiatives, mitigating complex risks, and building high-performing teams,” said Colleen Keating, CEO of Planet Fitness. “Her expertise and leadership will be invaluable as we continue to scale our business and reinforce our commitment to strong governance and brand integrity.”
Powell expressed enthusiasm for her new role, emphasizing her admiration for Planet Fitness’s mission and community-driven culture. “I am excited to join an organization that is dedicated to improving people’s lives through accessible fitness,” she said. “I look forward to working with the leadership team to support Planet Fitness’s continued growth and to strengthen the systems that empower franchisees and members alike.”
The appointment reflects Planet Fitness’s broader focus on strengthening its legal and compliance functions amid its global expansion. As the brand continues to add new franchise locations and partnerships, Powell’s extensive background in governance and strategic counsel positions her to help guide the company’s next phase of growth with stability and precision.
