During his nearly ten-year tenure leading ECP Planet Fitness, Simmons oversaw the company’s expansion from 15 to over 100 locations. In a recent podcast, he reflected on the challenges of preserving and nurturing a company’s culture amid such significant growth. “Culture is organic, and when you’re growing that fast, it’s very organic,” Simmons noted. “Some of it is quite intentional. We made efforts to articulate it.” Just as the seasons change, he explained, a company’s culture must evolve alongside its growth.
Simmons believes that with growth comes inevitable change. As companies expand, some elements of their culture, once central to their identity, may no longer align with the organization’s direction.
“When you’re growing, by definition, you’re going to shed and adapt certain things that got you here,” he said. “Sometimes that means changes in people or their roles.”
While Simmons recognizes the necessity of change, he also stresses the importance of holding onto the core values that define an organization. “You have to stand for something,” he said, highlighting the need for a clear vision and purpose.
Simmons’ early years competing in track helped instill the work ethic and discipline that continue to shape his approach to leadership. Running remained a key part of his life, eventually taking him to Princeton, where he captained the track team. While sprinters often enjoy the spotlight, Simmons reflected on how track, at its core, is a team sport—a lesson that has guided his business philosophy. “No one creates value alone,” he emphasized during the podcast.
Today, Simmons applies these principles in his roles on various boards, including The Good Feet Store, Urban Air, and the International Franchise Association. With more than 20 years of private equity experience and over $3 billion in transaction value, he continues to lead by embracing both change and continuity in every organization he touches.
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