#Italy #Rome #Purpose Brands #Technogym #OrangeTheory

Orangetheory Fitness Expands to Italy

In a significant move to enhance its global footprint, Orangetheory Fitness, a leading fitness studio owned by Purpose Brands, is officially expanding into Italy. This marks the brand’s first venture into the Italian market, aiming to meet the growing demand for innovative fitness offerings in the region.

The announcement was made by Purpose Brands on June 4, 2026, highlighting that Icon Palestre, an Italian fitness management company headed by CEO Felice Orsinetti, has secured the rights to franchise four Orangetheory Fitness studios in the greater Rome area within the next four years. This strategic partnership reflects the brand's commitment to establishing a presence in this vibrant market.

Innovative Studio Formats

The new studios will feature a unique configuration that includes a smaller footprint and an optimized selection of equipment. This design allows Orangetheory to expand in areas where space is limited while retaining their hallmark blend of strength and cardio classes. These four upcoming studios will be the first of their kind in the Orangetheory system worldwide, tailored to meet the specific needs of the Italian market. Part of the strength equipment will be supplied by Technogym, a well-respected high-end fitness manufacturer in Italy.

Tom Leverton, CEO of Purpose Brands, expressed excitement over the introduction of Orangetheory Fitness into the burgeoning Italian fitness landscape. "Our top priority for 2026 is the growth of Orangetheory, both in the United States and internationally. Following our expansions into Japan and the Gulf Cooperation Council earlier this year, our entry into Italy will further accelerate OTF's global growth, catering to the increasing consumer demand worldwide."

Sander van den Born, Chief International Officer of Purpose Brands, also noted, "Bringing Orangetheory to Rome is a thrilling milestone. The rise of holistic health and functional training, exemplified by programs like HYROX, indicates that Italian consumers are ready for what OTF offers. The smaller studio format is a significant advantage for franchisees by enabling locations that were previously unfeasible and significantly reducing investment costs. Partnering with Technogym reinforces our commitment to building strong local partnerships."

The Appeal of Orangetheory

Lauren Cody, Global Brand President of Orangetheory Fitness, remarked on the strong appeal of Orangetheory as one of the most popular boutique fitness brands worldwide, often lauded in the U.S. for its enthusiastic fanbase. "The excellent reputation of Orangetheory and its results-oriented training resonates across borders, and Italy is undoubtedly a market where the company can thrive. We are proud to introduce OTF to a new audience globally."

The momentum of Purpose Brands is remarkable, with their flagship brand, Anytime Fitness, recently establishing a corporate headquarters in Madrid, Spain, and continuing its growth with new agreements in the Netherlands, New Zealand, and South Africa. Orangetheory is making rapid strides in achieving its international expansion goals, presenting compelling opportunities for franchisees eager to be part of a brand poised for global success.

About Purpose Brands

Purpose Brands stands as the world’s largest and most trusted portfolio of fitness, health, and wellness franchises such as Anytime Fitness, Orangetheory Fitness, and several others, collectively generating revenue of $3.9 billion with a presence in 46 countries and territories on all seven continents. With a robust franchise operating model and a suite of services designed to accelerate brand growth, Purpose Brands is well-positioned for swift expansion, capturing significant market share in the global wellness industry. More information can be found at purposebrands.com.