Orangetheory Doubles Down on Personalization, Presses Expansion


Orangetheory Fitness is bulking up.

How it’s going: Rising all last decade, before the pandemic, the HIIT franchise was in growth mode, hitting $1B in annual systemwide sales in 2018 and 2019.

After COVID lockdowns lifted, it got back to business. In 2021, OTF signed up 500K new members and opened its 1,500th studio this March, including a new NYC flagship.

Not slowing down, through H1 of this year, OTF cut the ribbon on franchises across North and South America, Europe, Asia Pacific, and the Middle East.

What’s working: Orangetheory is prioritizing experience over everything, beefing up advances in real-time data while pushing into workplace wellness.

  • In March, it named DJ Steve Aoki as chief music officer, responsible for curating original setlists that amplify its heart rate-based workouts.
  • In early August, it entered corporate wellness by joining Gympass’s global network.
  • A week later, OTF debuted its Personalized MaxHR algorithm, analyzing users’ peak heart rate to deliver customized instruction.

Meanwhile… the industry continues its wild ride. While boutique operators OTF and Xponential Fitness forge ahead, HIIT rival F45 and cult favorite SoulCycle both endured layoffs as growth fades.

Punchline: With its tech-driven model that delivers performance and personalization, Orangetheory wants to ride the boutique fitness recovery to new heights.

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