Orangetheory Fitness
| File:Orangetheory Fitness logo.svg Logo of Orangetheory Fitness | |
| Company type | Private |
|---|---|
| Industry | Fitness |
| Founded | March 2010 in Fort Lauderdale, Florida, U.S. |
| Founder | Ellen Latham, David Long, Jerome Kern |
| Headquarters | Boca Raton , United States |
Area served | Worldwide (over 1,500 locations in 50 U.S. states and 24 countries) |
Key people | Lauren Cody (President), Dave Long (Co-chair of Purpose Brands board) |
| Products | Boutique fitness classes, high-intensity interval training sessions |
| Owner | Purpose Brands (parent company formed after 2024 merger) |
Number of employees | Not specified |
| Parent | Purpose Brands |
| Website | www |
Orangetheory Fitness (OTF) operates as an international boutique fitness franchise headquartered in Boca Raton, Florida. Established in 2010 by Ellen Latham, David Long, and Jerome Kern, its inaugural studio launched in Fort Lauderdale, Florida. The brand’s signature one-hour sessions blend treadmill running with strength exercises and rowing.
Since its founding, Orangetheory has experienced swift expansion, exceeding $1 billion in systemwide revenue by 2018 and surpassing one million members by 2020. As of 2023, the organization manages over 1,500 locations spanning all 50 states in the U.S. and 24 countries worldwide, including prominent markets such as Canada, Australia, the United Kingdom, along with multiple regions across Asia and Latin America.
The franchise model centers on franchising and delivering a unique fitness experience through technology-enhanced group training. Initially privately owned by its creators, Orangetheory was acquired by Roark Capital Group in 2016. In 2024, it merged with the parent company of Anytime Fitness, significantly broadening its global presence and operational capacity.
History
Orangetheory Fitness was launched in March 2010 by exercise physiologist Ellen Latham alongside Jerome Kern and David Long. The concept originated from Latham’s late-1990s Fort Lauderdale Pilates studio known as "Ellen's Ultimate Workout."
The brand rapidly gained momentum, ranking No. 415 on Inc. magazine’s 2015 list of "Fastest-Growing Private Companies" and No. 255 on Entrepreneur magazine’s 2016 "Franchise 500." By 2016, Orangetheory had expanded to 350 studios across seven nations and secured growth equity funding from Roark Capital Group to accelerate both domestic and international development. Its franchise ranking climbed to No. 25 in 2019 and No. 43 in 2020 as the network grew to approximately 1,200 studios by early 2020.
COVID-19 pandemic response
Following the onset of the COVID-19 pandemic, Orangetheory closed all corporate-operated studios on March 17, 2020, recommending franchise locations adopt similar measures. Membership payments were temporarily halted while employee wages were preserved during these closures. To maintain member participation, Orangetheory introduced at-home workout options.
A Medical Advisory Board formulated a reopening strategy aligned with CDC recommendations that incorporated temperature screenings, smaller class sizes to facilitate social distancing, restructured workouts minimizing shared equipment use, intensified cleaning procedures, mandatory PPE for staff members, and suspension of shower and towel amenities. Even after studios reopened with these safety protocols in place, Orangetheory continued providing virtual workouts to support its clientele.
Merger
In February 2024, Orangetheory Fitness revealed a merger agreement with Self Esteem Brands—the parent company of Anytime Fitness—forming a combined fitness franchise network exceeding 7,000 locations (1,500 from Orangetheory and 5,500 from Self Esteem) with total sales reaching $3.5 billion. The transaction was completed in April 2024 under the newly created parent entity Purpose Brands. Orangetheory preserved its original logo accompanied by refreshed branding elements. Lauren Cody assumed the role of president of Orangetheory while Dave Long was named co-chair of Purpose Brands’ board.
Overview
Orangetheory specializes in high-intensity interval training (HIIT) sessions designed to enhance excess post-exercise oxygen consumption (EPOC). Each one-hour class cycles participants through three distinct stations: treadmills, water-resistant rowing machines, and strength training equipment. These workouts emphasize endurance, power, strength, or a blend of these elements, all conducted by coaches who lead group sessions featuring pre-planned routines kept confidential from attendees.
Class reservations are made through the Orangetheory app, which offers schedules and coach details for studios worldwide, enabling members to conveniently access classes across various locations globally.
Technology
Participants wear heart rate monitors positioned on the chest, forearm, or wrist, with real-time data displayed on studio screens or tablets mounted on equipment. Orangetheory utilizes five heart rate zones—grey, blue, green, orange, and red—to structure workout intensity.
- Grey: 0–60% of maximum heart rate, representing rest.
- Blue: 61–70%, corresponding to warm-up.
- Green: 71–83%, indicating aerobic activity.
- Orange: 84–91%, linked to EPOC (excess post-exercise oxygen consumption).
- Red: 92–100%, denoting maximum effort.
Members wear proprietary heart rate monitors synced to class displays and accumulate "splat points" based on the duration spent in orange and red zones. The target range is typically 12 to 20 points per session, adjusted for age, weight, and gender. After each workout, participants receive detailed performance summaries via email and through the mobile application.
In partnership with InBody, Orangetheory provides body composition assessments using a rapid test that measures metabolic rate, muscle mass, and body fat percentage. This information offers members comprehensive insights beyond traditional weight scales to better tailor their fitness strategies.
Social involvement
Orangetheory Fitness hosts a variety of annual challenges including the Transformation Challenge, Dri-Tri, Marathon, Hell Week, Orange Voyage, Capture the Flag, and 12 Days of Fitness. These events feature themed workouts and offer branded apparel as rewards, fostering member engagement while boosting brand recognition and customer loyalty.