Orangetheory Fitness Plans Major Expansion in Japan
Purpose Brands announced plans for a significant expansion of Orangetheory Fitness in Japan. The master franchisor for the region has signed a 10-year renewal agreement with the goal of growing the brand's presence to 100 studios. This move signals continued global growth for the popular high-intensity interval training fitness chain.
- The initial master franchise agreement for Japan was signed in 2016 with Orangetheory Japan Co., Ltd, which planned to open 70 studios over the subsequent 10 years. - The Japanese health and fitness club market was valued at $2.48 billion in 2023 and is projected to grow to $5.14 billion by 2032, with a compound annual growth rate of 8.62%. - Orangetheory's business model relies on a franchise system, which has facilitated its rapid global expansion to over 1,500 studios in 24 countries. Franchisees receive support in training, marketing, and operations. - The workout is a one-hour, coach-led session of high-intensity interval training (HIIT) that combines treadmill running, indoor rowing, and strength training. - Members use heart rate monitors to track their effort in real-time and aim to spend at least 12 minutes in the "Orange Zone" to maximize calorie burn post-workout, a phenomenon known as the "Orange Effect." - The parent company of Orangetheory, Purpose Brands, was formed in April 2024 after a merger with Self Esteem Brands, the parent company of Anytime Fitness. This created a fitness franchise giant with over 7,000 locations. - As of early 2026, Orangetheory has several locations in the Tokyo area, including studios in Azabu Juban, Shimokitazawa, and Hachioji.
