Orangetheory Fitness
Orangetheory Fitness is sprinting ahead.
What’s happening: The HIIT franchise opened its third studio in India — a 2,400-sq-ft site in Banjara Hills, Hyderabad.
With OTF India’s membership sales increasing 200% last year, the operator plans to scale from a single site in 2023 to 50 studios in the region by 2028.
In the zone. Far-reaching, the tech-enabled boutique brand counts 1,500+ studios in 24 countries.
Primed for growth, its network of owned and franchised studios employs a “consumer-centric approach,” prioritizing “localization of studios” to drive expansion across territories.
Capitalizing on India’s rising fitness market, OTF is leveraging its proven playbook to put down roots in major cities across the country.
Upping the Pace
Following its merger with Self Esteem Brands, OTF is doubling down on international markets.
- Part of plans to launch 20 new UK sites by 2026, it partnered with British boutique operator Digme Fitness to fast-track expansion across London.
- OTF is set to open its seventh studio in Saudi Arabia this year while earmarking Kuwait, Bahrain, and Dubai for expansion.
- It’ll target hyper-growth in Japan starting in 2025, multiplying from its 15 existing studios to “hundreds” in coming years.
Looking ahead: Building on its presence in all 50 US states, underserved markets like India offer Orangetheory a clear pathway to growth. Already up and running, it’s ahead of its rivals. But it won’t be long before other prominent players enter the region.
