Orangetheory Fitness (OTF), the global boutique fitness brand owned by Purpose Brands, has announced its entry into the Italian market through a new franchise agreement that will see four studios open across the Greater Rome area over the next four years.
The expansion marks Orangetheory’s first-ever presence in Italy and forms part of Purpose Brands’ broader international growth strategy for 2026, following recent expansion initiatives in Japan and the Gulf Cooperation Council (GCC) region.
Under the agreement, Italian fitness management company Icon Palestre, led by CEO Felice Orsinetti, has secured the franchise rights to develop and operate the four Orangetheory Fitness locations in Rome. The deal represents another significant milestone for Purpose Brands as it accelerates the international rollout of its flagship fitness concepts.
New Compact Studio Format Makes European Debut
A notable feature of the Italian rollout is the introduction of a new Orangetheory studio configuration. The Rome locations will operate with a smaller footprint and a streamlined equipment offering, making them among the first studios globally to adopt the format.
According to the company, the redesigned model allows Orangetheory to expand into dense urban markets where large commercial spaces may be difficult to secure, while maintaining the brand’s signature blend of strength and cardio-based group training experiences.
The new format is expected to lower development costs for franchisees while creating opportunities in premium city-centre locations that were previously not feasible for the brand.
Partnership with Technogym
As part of the Italian launch, Orangetheory has also partnered with Italy-based fitness equipment manufacturer Technogym, which will supply a portion of the strength-training equipment for the new studios. The collaboration underscores Purpose Brands’ strategy of building local partnerships as it enters new international markets.
Tom Leverton, Chief Executive Officer of Purpose Brands, said the Italian expansion aligns with the company’s top priority of growing Orangetheory globally. “We are thrilled to be introducing Orangetheory Fitness to Italy’s growing fitness market,” said Leverton. “Our biggest priority in 2026 is to grow Orangetheory, both in the U.S. and internationally. With expansion into Japan and the GCC earlier this year, and now Italy, OTF is positioned to accelerate its global growth and meet rising consumer demand worldwide.”
Betting on Italy’s Growing Fitness Market
Sander van den Born, Chief International Officer at Purpose Brands, believes Italy’s increasing interest in functional fitness and holistic wellness creates a strong foundation for Orangetheory’s arrival.
“Bringing Orangetheory to Rome is an exciting milestone,” van den Born said. “The broader rise of holistic health and functional fitness through programs like HYROX demonstrates that Italian consumers are ready for what OTF offers.” He added that the smaller-format studios provide franchisees with greater site flexibility and significantly reduced investment costs, while the Technogym partnership strengthens the brand’s local-market relevance.
Strengthening Purpose Brands’ International Footprint
Lauren Cody, Global Brand President of Orangetheory Fitness, highlighted the brand’s growing global appeal and confidence in the Italian market. “Orangetheory has earned its place as one of the world’s most beloved boutique fitness brands,” Cody said. “Its reputation for results-driven workouts transcends borders, and Italy is exactly the kind of market where the brand can thrive.”
The Italy announcement comes as Purpose Brands continues to scale internationally across its wellness portfolio. Van den Born noted that sister brand Anytime Fitness recently established a regional headquarters in Madrid and signed new development agreements in markets including the Netherlands, New Zealand and South Africa.
Formed through the 2024 merger of Orangetheory Fitness and Self Esteem Brands, Purpose Brands has emerged as one of the world’s largest health and wellness franchising groups. The company reports approximately $3.9 billion in systemwide revenue, over six million members and operations spanning 46 countries and territories.
With the Rome development agreement now in place, Italy becomes the latest addition to Orangetheory’s expanding international network, reinforcing the brand’s ambition to deepen its presence across Europe and other high-growth fitness markets worldwide.
