Self Esteem, Orangetheory Rebrand to Target Wellness

Orangetheory Fitness

Fitness franchisors want in on wellness.

What’s happening: After merging earlier this year, Orangetheory Fitness and Self Esteem Brands rebranded as Purpose Brands — pushing international growth while expanding further into wellness.

Why it matters: Operating Anytime Fitness, Orangetheory, The Bar Method, and other brands, Purpose serves 6M members across 7K+ franchise locations worldwide.

Emphasizing wellness over fitness, it’ll leverage regional footholds and its portfolio—including Waxing the City and nutrition app Stronger U—to improve holistic well-being.

Fueling future growth, adopting fitness tech and improving medical outcomes are on the roadmap.

Brand Building

Global supergroups are trying to find the optimal franchise mix.

  • Xponential Fitness is shifting focus to Club Pilates, StretchLab, BFT, and YogaSix while opening 50+ Lindora weight loss clinics this year.
  • Extraordinary Brands acquired Row House (from XPOF), Eat the Frog Fitness, and Neighborhood Barre.
  • Reworking the budget, Equinox Group sold bankrupt Blink Fitness to the UK’s PureGym, while Germany’s RSG Group is modernizing all 230 McFIT locations.

Punchline: With holistic-minded consumers blurring the lines, Purpose Brands and others see fitness-adjacent services as multipliers in the $6.3T wellness industry.

What’s happening now—and next—in health, fitness, and wellness.

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