Orangetheory Fitness to Expand to 100 Studios in Japan
Purpose Brands announced that its master franchisor in Japan has signed a 10-year renewal agreement. The deal includes plans to expand the Orangetheory Fitness brand to 100 studios across the country.
- The initial master franchise agreement for Orangetheory Fitness in Japan was signed in April 2016, with the goal of opening 70 studios over the subsequent 10 years. - This expansion is part of a larger trend in the Japanese fitness market, which was valued at $2.48 billion in 2023 and is projected to reach $5.14 billion by 2032. - Orangetheory's technology-focused approach, which utilizes heart rate monitors for personalized workouts, aligns with the growing demand for hyper-personalized fitness and the expanding fitness app market in Japan. - The boutique fitness studio model is on the rise in Japan, as consumers show increasing interest in specialized, community-focused fitness experiences over traditional gyms. - As of early 2024, Orangetheory had several established locations in the Tokyo area, including Azabujuban, Higashi-Kurume, and Hachioji, with a new studio in Shimokitazawa planned for the spring of that year. - The parent company of Orangetheory Fitness, Purpose Brands, was formed in April 2024 following a merger with Self Esteem Brands, the parent company of Anytime Fitness. - This move positions Orangetheory within a larger portfolio of fitness brands, including Anytime Fitness which already has a significant global presence. - The growth of the Japanese fitness market is also driven by a rising health consciousness, particularly among the aging population, and an increase in corporate wellness programs.
