Self Esteem, Orangetheory Rebrand to Target Wellness
Supergroups are realigning.
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.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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