Orangetheory Fitness Enters Italy: Four Centers in Rome and a New Compact Format
Rome, June 5, 2026 – Orangetheory Fitness, the American fitness behemoth, has officially announced its expansion into the Italian market. The company has forged a franchising agreement with Icon Palestre, a firm led by CEO Felice Orsinetti. This strategic move includes the opening of four new Orangetheory Fitness centers within the metropolitan area of Rome over the next four years. A key aspect of this expansion is the introduction of a more compact format for these centers, specifically designed to lower the initial investment costs for prospective franchisees.
Purpose Brands: A Global Fitness Powerhouse
Orangetheory Fitness is a prominent brand within the portfolio of Purpose Brands, a leading American group in the franchised fitness sector, which also includes Anytime Fitness. Purpose Brands boasts a significant global presence, operating in 46 countries with a staggering 6 million members and generating a total revenue of 3.9 billion dollars. The brand’s entry into Italy follows recent expansions into Japan and the Gulf countries earlier in 2026, underscoring an accelerated internationalization strategy.
Four Centers for Rome by 2030
Icon Palestre has secured the exclusive franchising rights to establish four Orangetheory Fitness centers in the Italian capital by 2030. The decision to commence operations in Rome reflects a deliberate strategy to penetrate major urban markets before broadening the network across the rest of the country.
Tom Leverton, CEO of Purpose Brands, emphasized the strategic importance of this agreement: “Our primary goal for 2026 is to grow Orangetheory, both in the United States and internationally. Thanks to the expansion into Japan and the Gulf countries earlier this year, and now also into Italy, OTF is well-positioned for global growth.”
Compact Format to Reduce Opening Costs
The new Roman centers will feature an innovative, more compact configuration, characterized by reduced floor space and an optimized equipment offering. This format is among the first of its kind within the entire global Orangetheory network, available internationally based on local real estate opportunities.
Sander van den Born, Chief International Officer of Purpose Brands, highlighted the tangible benefits for future franchisees: “The smaller gym format is an advantage for franchised centers: it allows for the opening of new locations and significantly reduces initial investment costs.” This aspect is particularly relevant for individuals considering franchising in the fitness industry, a sector historically challenged by high urban real estate costs.
Technogym: A Local Partner for Equipment
A distinctive feature of the Italian agreement is the involvement of Technogym, a world-leading Italian company in fitness equipment. The Cesena-based group will supply a portion of the muscle-strengthening equipment for the four Roman centers. This partnership not only strengthens the brand’s local positioning but also reduces reliance on foreign suppliers, a deliberate choice according to van den Born: “The partnership with Technogym, one of Italy’s most renowned fitness brands, reflects our commitment to building strong local partnerships.” For Technogym, this collaboration means integrating into a global franchising network with 6 million members.
Italian Fitness Market Ready for OTF Model
Lauren Cody, Global Brand President of Orangetheory Fitness, stated that the choice of Italy was not coincidental: “Orangetheory’s outstanding reputation and its results-oriented training program transcend borders, and Italy is precisely the type of market where it can achieve great success.” This implicitly refers to the boom in functional fitness and events like HYROX, which have accustomed Italian consumers to a more structured and performance-oriented approach to training.
For prospective franchisees in the gym and fitness sector, Orangetheory’s arrival in Italy opens a new competitive landscape. With Anytime Fitness already established in the peninsula and now OTF entering Rome, the Purpose Brands portfolio is poised to secure significant positions in the Italian wellness market, across both low-cost and premium segments.
About Orangetheory Fitness
Orangetheory Fitness is a global fitness brand known for its science-backed, technology-tracked, coach-inspired group workouts. Each 60-minute workout combines cardio, power, and strength training to maximize calorie burn and improve overall fitness.
Source: https://lexpress-franchise.com/it/ultime-notizie/orangetheory-fitness-entra-in-italia-in-franchising/
