Orangetheory Expands Into Italy, Taps Technogym for New Buildout

The boutique fitness giant will open four Rome-area studios featuring a new compact-footprint format and Technogym strength equipment

Boutique fitness giant Orangetheory Fitness is making its Italy debut following a franchise agreement with Icon Palestre, a fitness management company.

The Italian-based group will open four Orangetheory studios in the greater Rome metro area over the next four years.

Technogym will supply a portion of the strength equipment across the Rome studios, which will feature a compact footprint, one of the first of its kind in the Orangetheory system. The smaller format is meant to support growth in markets where real estate is limited, without compromising the brand’s signature mix of strength and cardio-based classes, Orangetheory said.

Sander van den Born, the chief international officer of Orangetheory parent company Purpose Brands, cited the rise of Hyrox and functional training in Italy as evidence that Italian fitness consumers are primed for Orangetheory.

The strength and cardio franchise has been adding Hyrox-style training to select studios as the competitive fitness format continues to gain ground globally. Whether the format will be available at the Rome studios hasn’t been confirmed.

“The smaller studio format is an advantage for franchisees: it opens locations that wouldn’t have been possible before and meaningfully reduces upfront capital costs,” van den Born said. “And partnering with Technogym, one of Italy’s most respected fitness brands, reflects our commitment to building strong local partnerships.”

The new entry adds to Orangetheory’s continued global push, which has seen it expand into Japan and the GCC earlier this year.

“The momentum across our portfolio right now is remarkable,” van den Born said. “Our flagship gym brand, Anytime Fitness, recently opened a corporate-headquarter office in Madrid, Spain, and is continuing its growth with renewed agreements the Netherlands, New Zealand and South Africa.”

“Orangetheory is rapidly advancing on its international expansion goals,” he added. “Together, they represent a compelling opportunity for franchisees who want to be part of businesses that are built for global scale.”

The news comes on the heels of RiminiWellness, the annual four-day fitness and wellness event in Rimini that draws both industry brands and consumers and demonstrates just how engaged the Italian market is around health and movement. The event drew record numbers, with overall attendance up 15% and foreign participation climbing 25%.

Technogym was among the many brands represented at the event, which included the upscale fitness equipment brand hosting outdoor cycling classes. Hyrox, meanwhile, hosted its fitness racing event at the expo.