Orangetheory Fitness to Expand to 100 Studios in Japan
Purpose Brands announced plans for a major expansion of its Orangetheory Fitness franchise in Japan. The brand's master franchisor in the country has signed a 10-year renewal agreement with the goal of growing its presence to 100 fitness studios.
Orangetheory's expansion taps into a robust Japanese sports and fitness goods market, which reached nearly $4.5 billion in 2025 and is projected to hit $7.5 billion by 2034. This growth is fueled by rising health consciousness, demand for in-home workouts, and advancements in fitness wearables. The brand's tech-integrated, heart-rate monitored workouts align with a growing demand for hyper-personalized fitness in Japan, a market expected to grow from $224.5 million in 2025 to $845.1 million by 2035. The initial master franchise agreement for Japan was signed in 2016, with a goal of opening 70 studios over 10 years on the main island of Honshu. This new 10-year renewal significantly accelerates that pace, aiming for 100 total studios. The expansion reflects a broader trend of fitness clubs adapting to Japan's aging population; one major chain now sees nearly 40% of its members aged 60 or older. For local studio marketing, a nuanced social media approach is critical in a country with 96 million active users. While LINE is the dominant platform for direct customer communication, Instagram is key for visual storytelling, and TikTok is crucial for reaching younger demographics with trend-based content. User-generated content can be powerful, as Japanese consumers place high trust in personal recommendations and reviews. Leveraging local fitness influencers and creating localized content are key strategies for connecting with Japanese consumers. AI-powered tools like CapCut and Canva can help new agency owners efficiently create short-form video content for platforms like Instagram Reels and TikTok, which are popular for sharing fitness trends like "Japanese walking." This content can be amplified through targeted ad spend on platforms like Instagram, where health and wellness brands like MyProtein have spent upwards of $770,000 in a single month.
