#United States #New York #Orangetheory Fitness #Purpose Brands #FIT FOR LIFE

Fit for Life Partners with Orangetheory Fitness for New Collection

In a significant move for the fitness industry, Fit for Life, a prominent name in fitness equipment and accessories, has announced a licensing agreement with Orangetheory Fitness, a flagship brand under Purpose Brands. This partnership is aimed at creating and distributing a new line of branded fitness accessories and training equipment. The collaboration is expected to hit the market in the first quarter of 2027.

As people become increasingly focused on maintaining their health and well-being, this alliance intends to bring the Orangetheory experience beyond gym walls. The prospective product line will encompass a variety of training accessories designed to support members on their fitness journeys, whether at home or in traditional workout environments.

Joey Shamah, Co-Founder and CEO of Fit for Life, expressed his enthusiasm for this partnership by stating, "Orangetheory is one of the most recognized and respected brands in fitness, boasting a passionate community and an effective methodology that helps individuals achieve their desired results. We are thrilled to collaborate with Orangetheory and Purpose Brands to create innovative products that seamlessly integrate the Orangetheory workout into consumers' daily lives."

Fit for Life is renowned for its development, manufacturing, and marketing of fitness and wellness products, offering a portfolio of trusted brands. Utilizing their strong expertise in product development, sourcing, and retail distribution, Fit for Life aims to broaden the Orangetheory brand's reach, creating fresh opportunities for consumers. This partnership is expected to open new avenues across retail settings and digital platforms, enhancing the brand's presence ahead of the 2027 launch.

Lauren Maffei, Senior Director of Business Development and Partnerships at Purpose Brands, remarked, "At Orangetheory, we are continuously discovering ways to motivate our members to stay engaged with their fitness goals, even outside the studio. Teaming up with Fit for Life allows us to provide top-notch products that embody our dedication to supporting individuals in their fitness journey through a comprehensive blend of strength training, cardio, coaching, and community interaction."

The upcoming collection is set to reflect Orangetheory's long-standing commitment to promoting healthier and more active lifestyles among its members while also marking the brand's entry into the fitness accessories sector. The first range of Orangetheory-branded offerings is anticipated to include a variety of training aids that can be utilized both in and out of the gym.

By making these products available through various retail partners, Orangetheory channels, and e-commerce platforms, the brand experience will expand beyond just workouts, blending into consumers' everyday wellness regimens.

About Fit for Life

Fit for Life is a leading name in the fitness and wellness market, specializing in the development, manufacturing, and marketing of high-quality fitness products. With a commitment to innovation and a portfolio that includes trusted brands, they provide solutions designed to help customers achieve their fitness objectives at home, in the gym, or wherever their journey takes them.

About Orangetheory Fitness

Orangetheory® Fitness offers a high-energy, full-body workout that integrates strength training, cardio, and expert coaching designed to expedite fat burning and muscle building. Every day, the company aims to fulfill its mission of helping its members live longer, more vibrant lives. By utilizing connected technology, members can track their performance in real-time and monitor their progress effectively over time. With over 1,300 studios already opened across 49 states and 20+ countries, Orangetheory is amongst the fastest-growing franchise companies worldwide. It is part of Purpose Brands, the largest collection of fitness, health, and wellness franchises, with a strong global presence.

About Purpose Brands

Purpose Brands is globally recognized as the leading portfolio of fitness, health, and wellness franchises, housing brands like Anytime Fitness and Waxing the City. Collectively, these brands generate an impressive USD $3.9 billion in revenue and operate across 46 countries and territories, serving more than 6 million members worldwide. With a robust franchise operating model and effective service offerings, Purpose Brands is strategically positioned for rapid growth and market expansion in the global wellness sector.