Orangetheory Fitness

Orangetheory Fitness is a boutique fitness studio franchise headquartered in Boca Raton, Florida. Its operating model combines instructor-led group exercise, standardized one-hour workouts, wearable heart-rate monitoring, and a franchise-based studio network. The brand is best known for organizing classes around three principal training stations: treadmills, water-resistant rowing machines, and strength-training equipment. Participants typically rotate among these stations while a coach directs the class through a predesigned workout emphasizing endurance, strength, power, or a combination of the three. The company grew out of exercise physiologist Ellen Latham’s Fort Lauderdale Pilates and personal-training business, Ellen’s Ultimate Workout, which operated from the late 1990s. Latham joined with Jerome Kern and David Long to establish Orangetheory Fitness in March 2010. The first Orangetheory studio opened in Fort Lauderdale later that year. The concept differentiated itself from conventional gyms by making workout intensity visible and measurable in a group setting. Members could wear a chest, forearm, or wrist heart-rate monitor, see live performance information on studio screens, and review workout statistics through the company’s digital services. Orangetheory’s signature measurement system divides exercise intensity into five color-coded zones: gray, blue, green, orange, and red. The orange and red zones are associated with the brand’s “splat point” metric, which records time spent at elevated heart-rate levels. The programming is influenced by high-intensity interval training and the idea of excess post-exercise oxygen consumption, commonly described in the brand’s marketing as a continued elevation in oxygen use after vigorous exercise. The system is intended to give members a common framework for monitoring exertion while allowing coaches to adapt exercises to individual abilities. The franchise expanded rapidly during the 2010s. By 2016 it had approximately 350 studios in seven countries and received growth equity investment from Roark Capital Group. The network reached approximately 1,200 studios by early 2020 and surpassed $1 billion in systemwide sales in 2018, according to cited reference material. Membership exceeded one million in 2020. By 2023, the company reported more than 1,500 studios across all 50 U.S. states and 24 countries. Its growth has been supported by franchise development, standardized programming, recurring memberships, coach-led experiences, branded heart-rate technology, and a mobile application used for scheduling and workout information. The COVID-19 pandemic temporarily disrupted the studio model. In March 2020, Orangetheory closed corporate-owned studios and encouraged franchisees to close as well. It suspended membership fees during closures and expanded at-home workout options. When studios reopened, the company introduced measures including reduced class sizes, temperature checks, revised equipment layouts, sanitation between classes, electrostatic cleaning, temporary suspension of showers and towel service, and protective-equipment requirements for staff. At-home content remained available after reopening. In 2024, Orangetheory merged with Self Esteem Brands, the parent company of Anytime Fitness. The combined organization was named Purpose Brands and brought together more than 7,000 locations across its constituent fitness businesses. Orangetheory retained its brand identity while adjusting aspects of its branding. Lauren Cody became president of Orangetheory, and co-founder David Long became co-chair of the Purpose Brands board. The brand continues to operate as a global franchised fitness network offering studio classes, digital booking, performance tracking, challenges, and related fitness technology.

Orangetheory Fitness originated with Ellen Latham’s Fort Lauderdale fitness business, Ellen’s Ultimate Workout, which began as a Pilates-oriented studio in the late 1990s. Latham, an exercise physiologist, developed a training approach that combined individualized exercise guidance with a structured group environment. In March 2010, she joined Jerome Kern and David Long to found Orangetheory Fitness. The first studio was established in Fort Lauderdale, Florida, in 2010. The new brand was designed around a repeatable studio format rather than a conventional open gym. A typical class lasts one hour and is led by a coach. Members rotate through treadmill, rowing, and weight-training stations, with the class plan determining the timing, intensity, and exercises. Workouts are categorized around endurance, strength, power, or blended objectives. The programming is generally associated with high-intensity interval training, alternating periods of higher exertion with recovery. Heart-rate monitoring became central to the concept. Members could wear a branded monitor synchronized with screens in the studio. The system displays five zones, from gray at resting or low intensity through blue and green aerobic levels to orange and red zones representing higher exertion. “Splat Points” record minutes spent in the orange and red zones. Members receive performance information after class through digital channels, reinforcing the brand’s emphasis on measurable progress and repeat participation. The franchise expanded throughout the 2010s in the United States and internationally. It reached roughly 350 studios in seven countries by 2016, when Roark Capital Group provided growth equity to support domestic and international development. Orangetheory’s franchise rankings improved during the decade, and the network reached about 1,200 studios by early 2020. The company also reported more than $1 billion in systemwide sales in 2018 and more than one million members in 2020. By 2023, it had more than 1,500 studios in all 50 U.S. states and 24 countries. The pandemic created a major interruption to the in-person model. On March 17, 2020, Orangetheory closed its corporate-owned studios and encouraged franchisees to close. The company suspended membership fees and offered at-home workout options. Its medical advisory process informed a reopening plan that included smaller classes, entry temperature checks, redesigned equipment use, additional sanitation, electrostatic cleaning, altered scheduling, and temporary suspension of showers and towel service. The company continued offering at-home workouts after studios reopened. Orangetheory’s engagement model also includes recurring studio challenges and events. These have included the Transformation Challenge, DriTri, Marathon, All Out Mayhem, Hell Week, Orange Voyage, Catch Me If You Can, Inferno, Capture the Flag, and 12 Days of Fitness. Such events support the brand’s community-oriented positioning and provide structured goals beyond ordinary class attendance. In 2024, Orangetheory merged with Self Esteem Brands, whose portfolio included Anytime Fitness. The transaction was completed in April and produced Purpose Brands, a combined fitness-franchise organization with more than 7,000 locations according to the cited reference material. Orangetheory retained its logo and operating identity while making branding adjustments. Lauren Cody was appointed president of Orangetheory, and co-founder David Long became co-chair of the Purpose Brands board. The brand remains active as a global boutique fitness franchise.

1. 2024Merger creates Purpose Brands

   Orangetheory merges with Self Esteem Brands, forming Purpose Brands in April 2024.

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2. 2020Pandemic closures and home-workout response

   Studios close during the COVID-19 pandemic, membership fees are suspended, and at-home workouts are introduced.

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3. 2018Systemwide sales exceed $1 billion

   The franchise surpasses $1 billion in systemwide sales.

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4. 2016Growth equity investment supports expansion

   Roark Capital Group invests growth equity as Orangetheory develops its domestic and international franchise network.

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5. 2010Orangetheory Fitness is founded

   Ellen Latham, Jerome Kern, and David Long establish Orangetheory Fitness in March 2010, with the first studio opening in Fort Lauderdale.

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6. 1990Ellen’s Ultimate Workout is established

   Ellen Latham establishes the Fort Lauderdale-based Pilates and fitness business that later provides the foundation for Orangetheory Fitness.

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Premium, technology-enabled boutique group fitness with measurable heart-rate-based training and a strong community and challenge orientation.

• OTF 60Group fitness class2010

  The signature one-hour Orangetheory class uses a coach-led circuit format. Participants move among treadmills, water-resistant rowers, and strength-training equipment. Workouts are predesigned and may emphasize endurance, strength, power, or combinations of these objectives. Class structure and station rotation create a consistent experience across the franchise while allowing coaches to provide modifications.

• Orangetheory Heart Rate MonitorFitness technology2010

  Branded heart-rate monitors can be worn on the chest, forearm, or wrist and synchronized with in-studio displays. The technology translates exercise intensity into five color-coded zones and supports the calculation of Splat Points, giving members live and post-workout performance feedback.

• Orangetheory AppDigital fitness service

  The company’s digital booking service allows members to find studios, review class schedules, reserve sessions, identify coaches, and access workout-related information. Members can generally book classes at Orangetheory locations within the network, subject to local membership and availability rules.

• At-home workoutsDigital fitness content2020

  Orangetheory expanded home-based workout options during the COVID-19 studio closures and continued providing them after in-person locations reopened. The content extends the brand’s coached-training model beyond the studio environment.

• InBody TestBody-composition analysis

  Through a partnership with InBody, participating members can access body-composition analysis covering measures such as body weight, metabolic rate, skeletal muscle mass, and body-fat percentage.

• Hell Week

  Global franchise network

  An annual Orangetheory challenge built around a demanding schedule of specially themed workouts and a strong community-participation format.

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• Transformation Challenge

  Global franchise network

  A recurring challenge encouraging members to follow a structured training and lifestyle program while tracking personal progress over a defined period.

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• DriTri

  Global franchise network

  A branded endurance event combining rowing, body-weight exercises, and running in a competition-style format.

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• All Out Mayhem

  Global franchise network

  A recurring multi-workout challenge designed to increase participation and test members through a series of high-intensity sessions.

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• 12 Days of Fitness

  Global franchise network

  A seasonal participation program built around a sequence of Orangetheory workouts.

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• 2024Merge with Self Esteem BrandsM&A

  Orangetheory pursued a combination with the parent company of Anytime Fitness to create a larger fitness-franchise platform.

  What changed. The merger was completed in April 2024 and the resulting parent organization was named Purpose Brands.

  Aftermath. Orangetheory retained its logo and brand identity with adjustments to its branding. Lauren Cody became president and David Long became co-chair of the Purpose Brands board.

  Combined locations and sales. More than 7,000 locations and approximately $3.5 billion in combined sales (At the time of the 2024 merger announcement)

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• 2020Close studios and suspend membership fees during COVID-19Strategy

  The pandemic created health and operational risks for a business centered on indoor group classes.

  What changed. Orangetheory closed corporate-owned studios, encouraged franchisees to close, suspended membership fees, and introduced at-home workouts.

  Aftermath. The company later reopened studios under modified health and sanitation procedures while retaining at-home workout options.

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• 2020Adopt enhanced studio reopening protocolsStrategy

  Reopening required measures to reduce infection risks and limit contact and equipment cross-contamination.

  What changed. The reopening plan included temperature checks, reduced class sizes, redesigned workouts, scheduling changes for sanitation, electrostatic cleaning, temporary closure of showers, and protective-equipment requirements for staff.

  Aftermath. In-person operations resumed with additional procedures, while digital and at-home options continued.

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• 2024Orangetheory and Self Esteem Brands announce merger

  Orangetheory announced a merger with Self Esteem Brands, the parent company of Anytime Fitness, creating the broader Purpose Brands organization.

  M&A
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• 2024Purpose Brands merger is completed

  The merger was completed in April 2024, bringing the businesses together under the Purpose Brands name.

  M&ALeadership change
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• 2020Orangetheory closes studios during the COVID-19 pandemic

  Corporate-owned studios were closed and franchisees were encouraged to do the same. Membership fees were suspended and at-home workouts were introduced during the disruption.

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• 2018Orangetheory reaches more than $1 billion in systemwide sales

  The franchise surpassed $1 billion in systemwide sales as its studio network continued expanding.

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1. Orangetheory Fitness
2. Orangetheory Fitness official website