Orangetheory Fitness Announces Expansion into Italy
Purpose Brands, a leader in the studio fitness industry, has announced its first entry into the Italian market with plans to open four Orangetheory Fitness studios in the greater Rome metro area over the next four years. The franchise rights have been secured by Icon Palestre, an Italian fitness management company headed by CEO Felice Orsinetti. This agreement marks the introduction of Orangetheory to Italy.
The upcoming studios will feature a new configuration designed to accommodate smaller spaces, including a streamlined equipment offering. This change allows Orangetheory to expand into areas with limited real estate opportunities while maintaining its signature blend of strength and cardio-based classes. Technogym, a high-end Italian fitness manufacturer, will supply some of the strength equipment used in these studios.
Tom Leverton, CEO of Purpose Brands, expressed enthusiasm about entering the Italian fitness market, stating that the company's primary goal for 2026 is to expand Orangetheory both domestically and internationally. Earlier this year, the brand also began expanding into Japan and the GCC.
Sander van den Born, Chief International Officer at Purpose Brands, highlighted that the introduction of Orangetheory in Rome is a significant milestone and noted that the growing interest in holistic health and functional training in Italy indicates a readiness for OTF's offerings. He mentioned that the smaller studio format presents advantages for franchisees by enabling the opening of locations that were previously unfeasible, while also reducing upfront capital costs.
Lauren Cody, Global Brand President of Orangetheory Fitness, emphasized the brand's strong reputation and the positive reception it has received in other markets, suggesting that it will also succeed in Italy. Van den Born further added that the overall momentum across Purpose Brands' portfolio is impressive, with ongoing global expansion efforts and the opportunity for franchisees to be part of a business positioned for growth in the wellness industry.