Orangetheory Fitness is accelerating its mission to bring high-energy, heart rate-driven workouts to more communities across the United States in 2025. With its signature one-hour classes that promise a combination of cardio, strength, and endurance training, Orangetheory isn’t just adding locations — it’s creating more accessible fitness destinations where people can meet their health goals efficiently and with motivation. Its strategic expansion into six new states highlights the brand’s dedication to tapping into rising demand within both mid-sized cities and suburban markets. This growth comes amidst a competitive landscape featuring powerhouse chains like Planet Fitness, LA Fitness, and Gold’s Gym, along with boutique studios including SoulCycle and YogaWorks.
The momentum behind Orangetheory’s expansion not only showcases the brand’s widespread appeal but also positions it as a rapidly growing force within the fitness industry. Joining the Purpose Brands portfolio, which includes Anytime Fitness, Basecamp Fitness, and SUMHIIT Fitness, Orangetheory benefits from synergies in operational excellence and brand development — a critical factor fueling its growth trajectory. As the company sets out to open between 13 and 17 new locations in 2025, it intensifies its push in key strategic areas while holding firm to the promise of an innovative workout experience that’s backed by years of coaching expertise and scientific research.
Behind this fast-paced expansion lies a calculated vision. Orangetheory zeroes in on markets where consumer demand for heart rate-based interval training continues to soar. This plan includes cities like Davis and Visalia in California, Fenway in Massachusetts, and even extends to smaller yet vibrant locales such as Hebron, Kentucky, and Woodlake, Virginia. This targeted approach enables Orangetheory to adapt its studio environments and community-building tactics in ways that align with local preferences and demographics, setting it apart from nationwide giants like Crunch Fitness and Snap Fitness, where generic offerings often dominate.
Strategic Expansion of Orangetheory Fitness: New Studios Draft for Six States
Orangetheory Fitness is stepping up its presence in the fitness market by announcing bold plans to establish new studios across six states in 2025. As the brand eyes growth beyond its traditional urban hubs, it recognizes untapped potential in mid-tier cities and suburban outskirts where demand for structured workouts combining accountability and community support is surging.
In a competitive arena shared with major players like Equinox and Gold’s Gym, Orangetheory’s unique value proposition is its efficient, science-backed workout regimens. These 60-minute classes use heart rate monitoring technology to keep participants in ideal training zones, promising maximum calorie burn and fitness gains.
Where the new locations are launching
The following cities have been earmarked for the upcoming 13-17 new locations across six states:
- Davis, California: A vibrant college town with fitness-conscious residents eager for group training options.
- Visalia, California: Brimming with suburban families seeking accessible wellness hubs outside large city centers.
- Hebron, Kentucky: Growing community with rising interest in holistic health and fitness.
- Fenway, Massachusetts: An urban neighborhood blending cultural dynamism with a health-focused lifestyle.
- Centerville, Ohio: A suburban hotspot with active populations craving high-quality fitness experiences.
- Florence, South Carolina: A developing market showing increasing appetite for structured exercise formats.
- San Antonio, Texas: Rapidly growing metro area where fitness studios are seeing heightened demand.
- Woodlake, Virginia: An emerging area where affordable, efficient fitness options are increasingly sought after.
These choices underscore Orangetheory’s strategy to focus on diverse communities with palpable enthusiasm for fitness yet often underserved by other national chains like Planet Fitness or LA Fitness in those specific locales.
How Orangetheory’s growth compares within the industry
Within a landscape crowded by giants, Orangetheory’s expansion stands out for its deliberate, data-informed decisions. Unlike other players who have flown solely into large metropolitan areas, Orangetheory exercises tactical versatility by balancing new studios in growing suburbs alongside continued presence in bigger cities such as New York, Los Angeles, and Seattle.
| Fitness Brand | Current Studio Count (Approx.) | Expansion Focus | Target Markets in 2025 |
|---|---|---|---|
| Orangetheory Fitness | ~1,300 | Mid-sized cities, suburbs, select major metros | California, Kentucky, Massachusetts, Ohio, South Carolina, Texas, Virginia |
| Planet Fitness | >2,400 | Mass market, affordable memberships | Nationwide |
| LA Fitness | >700 | Urban and suburban large centers | Urban markets like LA, Chicago, Dallas |
| Gold’s Gym | >150 | Bodybuilding and group fitness | Nationwide, with focus on legacy markets |
| Crunch Fitness | >300 | Varied classes and youth markets | Urban and suburban |
Orangetheory’s deliberate growth plan seeks to balance quality with quantity, favoring sustainable reach over sheer volume of units. This ensures studios continue offering top-tier coaching and community engagement that loyal members expect.
How the Orangetheory and Self Esteem Brands Merger Fuels Nationwide Studio Growth
2024 heralded a major development in fitness franchising as Orangetheory Fitness joined forces with Self Esteem Brands to form a powerhouse entity under the Purpose Brands portfolio. This alliance is a catalyst for significant expansion, blending resources, technology, and expertise from multiple leading fitness concepts, including Anytime Fitness and SUMHIIT Fitness.
Strategic advantages of the merger
The merger creates synergistic opportunities that empower Orangetheory to reach wider audiences while enhancing its offering through shared insights from sister brands. Key benefits include:
- Consolidated operational resources: Leveraging combined franchise infrastructure reduces costs, accelerates studio openings, and enhances customer service consistency.
- Cross-brand marketing power: Unified campaigns introducing fitness consumers to multiple Purpose Brands studios increase brand loyalty and employee retention.
- Shared technology platforms: Integration of scheduling, membership management, and heart rate tracking tech across brands enhances user experience.
- Expanded franchisee network: Franchise owners benefit from greater support and opportunities for multi-brand growth within local markets.
This cohesive growth engine allowed Orangetheory to hit a remarkable expansion tempo, opening seven new studios already in 2025 across Fairfield, California; West Boynton, Florida; Carrollton and Gainesville, Georgia; Grand Rapids and White Lake, Michigan; and West Harlem, New York — markets blending urban and suburban consumer bases.
By capitalizing on the synergy between Orangetheory’s vigorous workout style and the varied audiences reached by Anytime Fitness and SUMHIIT Fitness, Purpose Brands enriches the lives of diverse fitness seekers nationwide. This multifaceted portfolio cements Orangetheory’s foothold not only in the boutique segment, but also in the broader competitive cellular fitness market.
| Brand | Distinctive Features | Member Base Focus | Expansion Plans 2025 |
|---|---|---|---|
| Orangetheory Fitness | Heart-rate interval training, coached group classes | Fitness enthusiasts seeking structured workouts | 13-17 new U.S. studios with focus on six states |
| Anytime Fitness | 24/7 access, convenience-focused | Busy professionals and night owls | Continue expanding global footprint |
| SUMHIIT Fitness | High-intensity functional training | Performance athletes and HIIT lovers | Further market penetration in fitness hubs |
Impact of Orangetheory’s Studio Growth on Local Communities and Fitness Culture
Orangetheory’s rapid expansion isn’t just about increasing studio count — it’s about reshaping fitness landscapes in communities where the brand enters. As it brings energetic, coached workouts to new suburbs and mid-sized cities, locals reap benefits that ripple beyond improved physical health.
Building stronger, healthier communities
Fitness studios like Orangetheory serve as hubs for social connection and motivation. In diverse markets such as Centerville, Ohio or Florence, South Carolina, these studios offer safe, inclusive environments fostering accountability and camaraderie. Community members who might otherwise struggle with a lack of local group fitness offerings find a welcoming space to push themselves and connect with like-minded peers.
- Encouraging active lifestyles: Regular structured workouts reduce chronic disease risk factors by improving cardiovascular health, strength, and endurance.
- Boosting mental wellness: The endorphin surge from high-intensity training contributes to better mood regulation, reduced anxiety, and improved sleep patterns.
- Creating social bonds: Group classes spark friendships rooted in shared challenges and successes, combating isolation in suburban areas.
- Generating local economic uplift: New studio openings create jobs and drive foot traffic for nearby businesses.
Contrasting Orangetheory with other fitness brands in community impact
While chains like SoulCycle focus primarily on boutique cycling experiences and YogaWorks emphasizes mind-body harmony through yoga, Orangetheory’s broader entry into suburban markets introduces a versatile workout for varied fitness levels. The brand’s heavy emphasis on technology enhances personalization compared to general gyms like Planet Fitness.
| Aspect | Orangetheory Fitness | Planet Fitness | SoulCycle | YogaWorks |
|---|---|---|---|---|
| Workout Style | Heart rate monitored interval training | Judgment-free cardio and weights | Indoor cycling classes | Yoga and mindfulness practice |
| Community Engagement | Group classes fostering connection | Minimal community structure | Strong cycling group culture | Yoga lifestyle community |
| Accessibility | Mid-sized city and suburb focused | Nationwide low-cost access | Urban boutique studios | Yoga centers in select cities |
| Technology Integration | Real-time heart rate tracking | Basic cardio machines | Cycle performance metrics | Minimal tech use |
How Orangetheory’s Focus on Technology and Coaching Differentiates It from Traditional Gyms
Where many major gyms such as LA Fitness and Gold’s Gym offer extensive equipment libraries and self-directed workouts, Orangetheory’s model hinges on expertly coached group training enhanced by technology. This combination is a game-changer for members seeking both accountability and measurable progress in a supportive environment.
Technology that drives results
Central to Orangetheory’s approach is the use of wireless heart rate monitors that provide instant feedback during workouts. Participants wear devices tracking heartbeat zones that coaches monitor on screens, ensuring each individual hits the scientifically ideal “Orange Zone” for calorie burning and metabolic afterburn.
- Precise intensity control: This real-time data helps trainers adjust exercises on the fly, keeping workouts both challenging and safe.
- Personalized motivation: Members see their zone scores and compete with their own prior efforts or other class attendees, sparking friendly competition and personal achievement.
- Progress tracking: Data stored in Orangetheory’s app enables longitudinal monitoring of fitness improvements, unlike generic memberships at Planet Fitness or Crunch Fitness.
Expert coaching makes the difference
Each Orangetheory session is led by certified coaches trained to motivate and guide participants through intervals of rowing, treadmill, and strength stations. This coaching presence cultivates form integrity, injury prevention, and maximum caloric output.
| Feature | Orangetheory Fitness | LA Fitness | Gold’s Gym |
|---|---|---|---|
| Coaching Staff | Certified trainers leading workouts | Available, but less immersive | Available, focused on bodybuilding |
| Workout Experience | Structured group format with technology | Mostly self-paced training | Equipment and free weight focus |
| Technology Integration | Real-time heart rate feedback | Limited tech in cardio machines | Basic gym equipment |
In 2025, Orangetheory’s fusion of tech and coaching continues to reshape expectations for gym memberships, delivering a fitness journey supported by data, community, and expertise — setting a high bar for chains like Crunch Fitness and Snap Fitness.
Looking Ahead: Orangetheory Fitness Expansion Plans for 2026 and Beyond
Building on momentum gained in 2025, Orangetheory is positioning itself for a robust future with ambitious plans to cement its presence in key metro areas and emerging markets through 2026 and following years. The brand continues to identify growth opportunities in major urban regions while solidifying its suburban foothold.
Key markets targeted for expansion
The cities and regions earmarked for future studio openings include:
- Dallas-Fort Worth Metroplex: A booming urban area with a diverse populace hungry for innovative fitness options.
- Seattle, Washington: A hub of tech-savvy consumers prioritizing health and performance-driven workouts.
- Baltimore-Washington, D.C: Combining governmental centers with burgeoning fitness scenes.
- Boston-Providence: Northeast corridor stronghold aligned with Orangetheory’s existing Massachusetts presence.
- Los Angeles, California: Entertainment capital known for trend-setting fitness culture.
- North Carolina: With three signed agreements, poised for rapid studio openings.
- Utah: Anticipated six new studios as part of regional expansion.
These plans reflect Orangetheory’s strategy to dominate markets where a sophisticated consumer base values technology-enhanced, coached workouts. Targeting such areas also ensures synergy with sister brands within Purpose Brands, amplifying overall market reach.
Anticipating challenges and innovations
As more studios open, Orangetheory faces the challenge of sustaining quality while scaling. It plans to invest heavily in coach education, technology upgrades, and community events that continue to fuel member engagement and retention. Innovations in wearable tech and personalized fitness analytics are slated to enhance the studio experience further.
| Year | Number of Studios Planned | Key Focus Areas | Supporting Brands within Purpose Brands |
|---|---|---|---|
| 2025 | 13-17 new U.S. studios | Mid-sized cities and suburbs | Anytime Fitness, SUMHIIT Fitness |
| 2026+ | 20+ new studios | Major metros like Dallas, Seattle, LA | Anytime Fitness, Basecamp Fitness |