Orangetheory Fitness to Expand to 100 Studios in Japan

The expansion is driven by master franchisor Orangetheory Japan Co., Ltd., which is part of the ITS Co., Ltd. portfolio. This 10-year renewal builds on a partnership that first introduced the Orangetheory brand to Japan a decade ago, with initial new openings planned for Tokyo and surrounding areas. Orangetheory is a key brand within Purpose Brands, a fitness portfolio giant formed in April 2024 through the merger of Orangetheory and Self Esteem Brands, the parent of Anytime Fitness. This combined entity boasts over 7,000 locations across 40 countries, with systemwide sales of approximately $3.9 billion. Globally, Orangetheory operates more than 1,500 studios in over 24 countries, serving more than one million members. The brand's growth is part of a larger boutique fitness trend, with competitors like Australian HIIT concept UBX also recently signing agreements to open 145 studios in Japan. The move taps into Japan's growing health and fitness club market, which was valued at $2.48 billion in 2023 and is projected to reach $5.14 billion by 2032. This growth is fueled by rising health consciousness, particularly among Japan's aging population, with nearly 40% of members at some major gym chains now aged 60 or older. While trends in Japan have recently favored lower-intensity workouts like walking and Pilates, Orangetheory's high-intensity interval training (HIIT) model offers a different proposition. The brand's science-backed, technology-tracked group workout utilizes heart rate monitors to personalize the experience for all fitness levels. The total initial investment required to open a single Orangetheory Fitness franchise is estimated to be between $822,000 and $1.6 million.