Orangetheory Fitness, Self Esteem Brands Announce Merger

Two of the industry’s biggest names are joining forces.

The latest: Orangetheory Fitness and Self Esteem Brands announced their intent to merge, forming a new company in an all-stock deal.

Teaming up, the HIIT franchisor taps into a portfolio of health and personal care brands to create “one of the largest footprints of fitness, health and wellness services in the world” with $3.5B in systemwide sales.

Going big. Leveraging prominent brands, global reach, and a proven franchise playbook, the new entity counts OTF, Anytime Fitness, Basecamp Fitness (and global sister brand SUMHIIT Fitness), The Bar Method, and Waxing the City.

  • SEB counts 5.2K Anytime clubs in 42 countries spanning seven continents.
  • Prior to the OTF deal, it was targeting 10K properties globally by 2030.
  • It sold 500 franchises worldwide in ’23, with the brand securing the first international studios of Basecamp/SUMHIIT and The Bar Method.

For its part, Orangetheory has scaled to 1.5K studios in all 50 US states and 24 countries. Most recently, it’s accelerated internationally, entering the UK in a deal with Digme Fitness while opening new locations in Ireland.

Teaming up. With both brands prioritizing localization as a pillar of growth, the combined entity will utilize “leading-edge data and analytics, technology, products and services” to best serve franchisees and holistic wellness-seekers.

Punchline: Racing to capture global market share as fitness operators push international expansion, OTF and Self Esteem are fast-tracking growth.

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