VP, Digital, Data, & Retail
24 Hour Fitness
Jarett Smith
Jarett Smith is Vice President of Digital & Data at 24 Hour Fitness, where he leads the company’s digital transformation and enterprise business intelligence capabilities. His organization spans digital product, eCommerce, mobile, analytics, and data, with a focus on using technology and insights to improve both the member experience and business performance. Under his leadership, the 24GO® fitness app has significantly outpaced membership growth in usage, while a redesign of 24hourfitness.com delivered more than a 20% increase in conversion. He has also expanded the use of enterprise data and Power BI across operational, fitness, and executive teams to enable faster, more informed decision-making.
Jarett also plays a leading role in advancing AI across the organization. He leads a cross-functional AI user group focused on identifying and accelerating high-value applications of artificial intelligence, including agentic AI opportunities across the business. His work also includes integrating AI into the software development lifecycle to improve development speed, productivity, testing, and how his teams deliver products.
Prior to joining 24 Hour Fitness, Jarett spent two decades at Disney in leadership roles spanning digital innovation and guest experience. His work included AI- and machine-learning-driven personalization, innovation incubation, and the application of emerging technologies to create more relevant and seamless Guest experiences.
Jarett holds an MBA and a Master of Science in Electrical Engineering from the University of Michigan. His career has focused on bringing together technology, data, AI, and business strategy to turn emerging capabilities into practical, measurable business results.
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