Planet Fitness Michigan Franchisee Announces Keith Bertram as President

Keith Bertram
Keith Bertram // Courtesy photo

PF Michigan Group, one of the largest franchisees of Planet Fitness health clubs, announced the promotion of Keith Bertram to president. Bertram will serve in dual roles as he continues in his previous role as COO.

He will oversee corporate and field operations teams and execute the PFMG strategic plan while simultaneously implementing the Planet Fitness models of operations and member experience.

Bertram’s career with PFMG began in 2017 as a consultant and was promoted to director of operations. From there he was promoted to COO. He has helped build and guide a team through growth, including the opening of 15 locations, two acquisitions, and expansion of the corporate and field teams.

“Keith has been instrumental in helping our company achieve significant growth in the past four years,” says Bryan Rief, co-owner and CEO of PFMG. “In addition to executing our vision, he has demonstrated exceptional leadership capabilities, especially as we navigate through the COVID-19 pandemic and its impact on our industry.”

Prior to coming to PFMG, Bertram worked for Petco for 10 years. He is based at PFMG’s headquarters in Northville.

Since 2008, PRMG has grown its club count to 50 locations in Michigan and Ohio. It has more than 2,000 locations in all 50 states, Washington, D.C., Puerto Rico, Canada, the Dominican Republic, Panama, Mexico, and Australia.