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

Orangetheory Fitness Expands into Italy

Orangetheory Fitness, a leading name in the global fitness industry, will soon be making waves in Italy as it announces the opening of four new studios in the greater Rome area. This exciting expansion is part of a venture by Purpose Brands, one of the foremost portfolios of fitness and wellness franchises in the world.

On June 4, 2026, the company revealed that Icon Palestre, a local fitness management firm headed by CEO Felice Orsinetti, has acquired the rights to franchise these studios, marking a significant step for Orangetheory as it enters the Italian market for the very first time. This move not only reflects Orangetheory's commitment to growth worldwide but highlights Italy's burgeoning fitness landscape, which is increasingly receptive to innovative fitness solutions.

A New Studio Format for a Growing Market

One of the most notable changes associated with this launch is the introduction of a smaller studio format. This design strategically addresses the challenges of limited real estate in urban settings without compromising Orangetheory’s signature blend of strength and cardio-based classes. By consolidating its space and optimizing equipment offerings, Orangetheory aims to create an efficient and engaging training environment for its members.

This transformation in studio design is also expected to substantially reduce upfront costs for franchisees, making it easier for them to establish a presence in Rome. The smaller footprint, combined with a streamlined selection of equipment, aligns perfectly with the high standards of training Orangetheory is known for, promising a unique experience tailored to the Italian consumer.

Partnership with Technogym

In its quest to deliver a top-tier fitness offering, Orangetheory has partnered with Technogym, a prestigious Italian health and fitness equipment manufacturer. Known for its high-quality products and commitment to innovation, Technogym will supply a portion of the strength equipment for the new studios, further enhancing the training experience that Orangetheory aims to provide.

Tom Leverton, CEO of Purpose Brands, expressed excitement about this venture: “We are thrilled to be introducing Orangetheory Fitness to Italy's growing fitness market. Our biggest priority in 2026 is to grow Orangetheory both in the US and internationally. With expansion into markets like Japan and the GCC earlier this year, and now Italy, we're positioned to accelerate our global growth.”

A Growing Demand for Holistic Health

The move into Italy aligns with a broader trend toward holistic health and functionality in fitness programs. As Sander van den Born, Chief International Officer for Purpose Brands, pointed out, the rise in programs like HYROX indicates that Italian consumers are ready for the type of fitness experiences that Orangetheory offers.

By communicating a message focused on health, wellness, and community, the brand recognizes the unique preferences of the Italian market while maintaining its global identity. This dual focus will cater to both the traditional fitness enthusiast and the emerging demographic eager for modern training methodologies.

Affirmation of Global Presence

Orangetheory’s expansion is more than just an entry into another market; it signifies the brand's commitment to making its mark across the globe. Lauren Cody, Global Brand President of Orangetheory Fitness, remarked, “Orangetheory's stellar reputation and results-focused workout transcend borders, and Italy is exactly the kind of market where it will thrive.”

With a history of producing effective and engaging fitness solutions, Orangetheory is confident that it will resonate with Italian consumers, who are increasingly eager to incorporate dynamic fitness options into their lifestyles.

The partnership between Orangetheory and Technogym also underscores Purpose Brands' strategy to collaborate with respected local players, which will enhance brand acceptance and help navigate the new market.

Conclusion

As Orangetheory Fitness embarks on its journey in Italy, the brand is equipped to capitalize on the rising demand for fitness solutions that are both impactful and community-oriented. With a focus on delivering quality experiences through local partnerships and innovative studio formats, Orangetheory is set to flourish in the Italian market, promising exciting opportunities for fitness lovers in Rome.

The future looks bright for Orangetheory as it continues to expand its reach and bring its beloved workout formula to new audiences around the world. We can’t wait to see how the Italian market embraces this new fitness option!

For more information about Orangetheory Fitness and its expansion initiatives, visit Purpose Brands.