#Italy #Rome #Orangetheory Fitness #Purpose Brands #Technogym

Orangetheory Fitness Expands into Italy

In an exciting development for fitness enthusiasts, Orangetheory Fitness is set to make its debut in Italy. The renowned fitness franchise, popular for its innovative approach combining cardio and strength training, has announced plans to establish four new studios in the metropolitan area of Rome over the next four years. This expansion is part of Purpose Brands' strategic initiative to enhance its international footprint.

Local Partnership

The rights for the franchise have been acquired by Icon Palestre, an Italian fitness management company led by CEO Felice Orsinetti. By teaming up with a local partner, Orangetheory aims to integrate seamlessly into the Italian market, leveraging local knowledge and expertise.

New Studio Format

The studios in Rome will feature a new, streamlined design that focuses on smaller spaces and an optimized selection of fitness equipment. This innovative approach allows Orangetheory to operate in areas with limited real estate options, while still providing the signature blend of strength and cardio workouts that have made it a global sensation. The Italian fitness equipment brand Technogym will provide some of the weightlifting gear, further enhancing the quality of the workouts.

Growth Strategy

Tom Leverton, the CEO of Purpose Brands, expressed enthusiasm about entering the growing fitness market in Italy. He noted that the organization's top priority for 2026 is to expand Orangetheory both in the U.S. and internationally. Leverton stated, "With expansions recently occurring in Japan and the GCC, along with our entry into Italy, Orangetheory is well-positioned to accelerate its global growth to meet rising consumer demand."

Sander van den Born, the International Director of Purpose Brands, emphasized that entering the Rome market signifies a significant milestone. He remarked, "The global trend towards holistic health and functional training indicates that the Italian consumer is ready for what Orangetheory offers. The smaller studio format is advantageous for franchisees, allowing locations that were previously unfeasible and significantly lowering initial investment costs."

Committed to Quality

Lauren Cody, the Global Brand President of Orangetheory Fitness, highlighted the brand's reputation as one of the most beloved fitness franchises worldwide, having received multiple fan-favorite awards in the United States. She stated, "Orangetheory's results-driven training transcends borders, and Italy is precisely the type of market where we can thrive. We are proud to introduce Orangetheory to new audiences internationally."

A Bright Future

The momentum behind Purpose Brands is remarkable, with its flagship brand, Anytime Fitness, recently opening a headquarters in Madrid and continuing to expand through new agreements in the Netherlands, New Zealand, and South Africa. As Orangetheory moves forward with its international expansion goals, the collective efforts of the brands under Purpose Brands create compelling opportunities for franchisees looking to be part of a global enterprise.

Purpose Brands stands as the largest and most trusted portfolio of fitness, health, and wellness franchises in the world. The combined revenues of its brands exceed $3.9 billion, with operations spanning 46 countries and seven continents, totaling 6 million members. With a world-class franchise operation and supportive services, Purpose Brands is poised for rapid expansion in the global wellness industry. For further information, visit Purpose Brands.