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

Orangetheory Fitness Expands into Italy

In a significant move for the fitness industry, Orangetheory Fitness, a subsidiary of Purpose Brands, has announced its entry into Italy, marking a new chapter in its international expansion. This strategic move will see the opening of four new Orangetheory Fitness studios in the metropolitan area of Rome over the next four years, in partnership with Icon Palestre, a local gym management company headed by CEO Felice Orsinetti.

Innovative Studio Format

The new studios will feature a brand-new layout that focuses on smaller spaces and optimized equipment offerings. This compact studio design is tailored for areas where real estate opportunities are limited, without compromising Orangetheory's signature combination of strength and cardio classes. These four studios will be pioneers in adopting this new format within the Orangetheory system, which is globally available according to market demand. Renowned Italian fitness equipment manufacturer Technogym will provide some of the strength equipment for these facilities, elevating the gym experience for new members.

Commitment to Growth

Tom Leverton, CEO of Purpose Brands, expressed his enthusiasm about this expansion: "We are thrilled to introduce Orangetheory Fitness to the burgeoning fitness market in Italy. Our priority for 2026 is to grow Orangetheory both domestically and internationally. After our expansion into Japan and the GCC countries earlier this year, and now into Italy, Orangetheory is well-positioned to accelerate its global growth and meet the increasing consumer demand worldwide."

Sander van den Born, International Director of Purpose Brands, highlighted the excitement surrounding this venture: "Bringing Orangetheory to Rome is an exhilarating milestone. The global surge in holistic health and functional training programs, such as HYROX, indicates that the Italian consumer is ready for what Orangetheory offers. The smaller studio format creates opportunities for franchisees to access previously unattainable locations while significantly reducing initial costs. Collaborating with Technogym, a flagship fitness brand in Italy, underscores our commitment to forging strong local partnerships."

A Global Leader in Fitness

Angled ahead, Lauren Cody, Global Brand President of Orangetheory Fitness, remarked on the brand's reputation: "Orangetheory has secured its position as one of the most loved boutique fitness brands globally, continuously earning consumer's choice awards in the United States. The excellent reputation of Orangetheory and its results-driven training transcends borders, and Italy is undoubtedly a market where it will thrive. We take pride in introducing Orangetheory to new audiences around the globe."

This latest expansion adds to the extraordinary momentum seen in Purpose Brands' portfolio. Their flagship gym brand, Anytime Fitness, recently opened its corporate headquarters in Madrid, Spain, and is continuing to grow with renewed agreements in countries such as the Netherlands, New Zealand, and South Africa. Meanwhile, Orangetheory is rapidly advancing its international expansion strategy, presenting attractive opportunities for franchisees eager to join businesses designed for global scalability.

As Purpose Brands shapes the landscape of health and wellness on a global scale, now is the perfect moment to join the Purpose Brands family and be part of an impressive growth journey in the fitness sector.

For further details about Purpose Brands and its expansion efforts, visit their official website at purposebrands.com.