Orangetheory Fitness Expands Its Reach by Entering the Italian Market
In an exciting development for fitness enthusiasts in Italy, Orangetheory Fitness, a leading global fitness franchise owned by Purpose Brands, has officially announced its entry into the Italian market. This strategic move includes the granting of franchise rights to Icon Palestre, an Italian company led by CEO Felice Orsinetti, who will be responsible for launching four Orangetheory Fitness centers in the metropolitan area of Rome over the next four years.
This announcement marks a significant milestone not only for Orangetheory Fitness but also for the Italian fitness industry. The fitness centers in Rome will feature a new layout that emphasizes space efficiency and optimized equipment offerings. This innovative approach will cater to areas with limited real estate opportunities while maintaining the core offerings of Orangetheory Fitness: a unique blend of strength training and cardiovascular workouts that are pivotal to the brand. Importantly, these centers will be among the first to utilize this new format within the Orangetheory system, which is being tailored to meet global needs while providing a localized experience. The partnership with Technogym, a renowned Italian fitness equipment company, ensures that the facilities will be equipped with state-of-the-art strength training gear, further enhancing the member experience.
"We are thrilled to introduce Orangetheory Fitness to the thriving Italian fitness market," expressed Tom Leverton, CEO of Purpose Brands. "Our primary goal for 2026 is to grow Orangetheory both domestically and internationally. With our expansions in Japan and the Gulf countries earlier this year, and now in Italy, we are well-positioned to meet the increased demand from consumers worldwide."
Sander van den Born, Chief International Officer of Purpose Brands, added, "Bringing Orangetheory to Rome is a monumental achievement. The universal appeal of holistic health programs and functional training indicates that Italian consumers are ready to embrace the offerings of OTF. The smaller gym format provides a competitive advantage, allowing franchise locations to open with significantly lower initial investment costs. Partnering with Technogym, one of Italy’s most esteemed fitness brands, reflects our commitment to building strong local associations.
Lauren Cody, the Global Brand President of Orangetheory Fitness, stated, "Orangetheory has established itself as one of the most beloved fitness brands worldwide and has garnered multiple awards for being a fan favorite in the U.S. The exceptional reputation of Orangetheory and its results-driven training programs transcend borders, making Italy an ideal market for its success. We are proud to introduce OTF to new audiences globally."
The momentum of Purpose Brands as a franchise portfolio reflects its robust performance on the global stage. The company's flagship brand, Anytime Fitness, has recently opened its headquarters in Madrid, Spain, and continues to expand through renewed agreements in the Netherlands, New Zealand, and South Africa. Meanwhile, Orangetheory is rapidly progressing toward its international expansion goals, presenting lucrative opportunities for franchisee investors looking to be part of a brand with worldwide reach. This is indeed a remarkable time to join the Purpose Brands family.
Purpose Brands, LLC is recognized as the largest and most reputable portfolio of franchise brands dedicated to health, wellness, and fitness. With subsidiaries like Anytime Fitness, Orangetheory Fitness, Waxing the City, The Bar Method, Healthy Contributions, and Provision Security, these brands collectively generate $3.9 billion in revenue and operate across 46 countries and territories, totaling six million memberships.
Through its world-class franchising model and a suite of services designed to support the rapid growth of its portfolio brands, Purpose Brands is uniquely positioned to expand swiftly and capture significant market share within the global wellness sector. For further information, interested parties can visit Purpose Brands.
This announcement marks a significant milestone not only for Orangetheory Fitness but also for the Italian fitness industry. The fitness centers in Rome will feature a new layout that emphasizes space efficiency and optimized equipment offerings. This innovative approach will cater to areas with limited real estate opportunities while maintaining the core offerings of Orangetheory Fitness: a unique blend of strength training and cardiovascular workouts that are pivotal to the brand. Importantly, these centers will be among the first to utilize this new format within the Orangetheory system, which is being tailored to meet global needs while providing a localized experience. The partnership with Technogym, a renowned Italian fitness equipment company, ensures that the facilities will be equipped with state-of-the-art strength training gear, further enhancing the member experience.
"We are thrilled to introduce Orangetheory Fitness to the thriving Italian fitness market," expressed Tom Leverton, CEO of Purpose Brands. "Our primary goal for 2026 is to grow Orangetheory both domestically and internationally. With our expansions in Japan and the Gulf countries earlier this year, and now in Italy, we are well-positioned to meet the increased demand from consumers worldwide."
Sander van den Born, Chief International Officer of Purpose Brands, added, "Bringing Orangetheory to Rome is a monumental achievement. The universal appeal of holistic health programs and functional training indicates that Italian consumers are ready to embrace the offerings of OTF. The smaller gym format provides a competitive advantage, allowing franchise locations to open with significantly lower initial investment costs. Partnering with Technogym, one of Italy’s most esteemed fitness brands, reflects our commitment to building strong local associations.
Lauren Cody, the Global Brand President of Orangetheory Fitness, stated, "Orangetheory has established itself as one of the most beloved fitness brands worldwide and has garnered multiple awards for being a fan favorite in the U.S. The exceptional reputation of Orangetheory and its results-driven training programs transcend borders, making Italy an ideal market for its success. We are proud to introduce OTF to new audiences globally."
The momentum of Purpose Brands as a franchise portfolio reflects its robust performance on the global stage. The company's flagship brand, Anytime Fitness, has recently opened its headquarters in Madrid, Spain, and continues to expand through renewed agreements in the Netherlands, New Zealand, and South Africa. Meanwhile, Orangetheory is rapidly progressing toward its international expansion goals, presenting lucrative opportunities for franchisee investors looking to be part of a brand with worldwide reach. This is indeed a remarkable time to join the Purpose Brands family.
Purpose Brands, LLC is recognized as the largest and most reputable portfolio of franchise brands dedicated to health, wellness, and fitness. With subsidiaries like Anytime Fitness, Orangetheory Fitness, Waxing the City, The Bar Method, Healthy Contributions, and Provision Security, these brands collectively generate $3.9 billion in revenue and operate across 46 countries and territories, totaling six million memberships.
Through its world-class franchising model and a suite of services designed to support the rapid growth of its portfolio brands, Purpose Brands is uniquely positioned to expand swiftly and capture significant market share within the global wellness sector. For further information, interested parties can visit Purpose Brands.
Topics Consumer Products & Retail）
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