VP, Digital, Data, & Retail
24 Hour Fitness
Jarett Smith
Jarett Smith is the Vice President of Digital, Data & Retail at 24 Hour Fitness, where he leads the company’s digital transformation. Under his leadership, the 24GO® fitness app has doubled usage growth relative to membership growth, and 24hourfitness.com has achieved a more than 20% lift in conversion from a full redesign. He also spearheads enterprise business intelligence, expanding the use of Power BI dashboards across operations, fitness, and executive teams. Jarett applies a data-driven approach to retail performance, optimizing pricing, product mix, and in-club execution to drive growth and margin improvement. In addition, he leads several AI initiatives, including a cross-functional AI user group and Agentic AI opportunities discovery. Prior to joining 24 Hour Fitness, Jarett spent two decades at Disney, where he played a pivotal role in digital guest experience innovation. His work included launching AI/ML-driven personalization for content and product targeting, redesigning mobile platforms with real-time AI optimization, and establishing an innovation incubator that sourced more than 30 pilots from VC firms and technology partners. His earlier career also spanned the medical device and automotive industries. Jarett holds both an MBA and an MS in Electrical Engineering from the University of Michigan, combining technical expertise with business strategy to drive innovation at the intersection of fitness, digital, and data.
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