Orangetheory Plots London Expansion With Digme Fitness Deal
The fitness franchise has heavily invested in the U.K., considering the territory a “cornerstone” of its international growth strategy
Orangetheory Fitness, a heart-rated-based total body group workout franchise, has inked a deal that accelerates its global expansion plans as Digme Fitness, a London-based boutique operator, has acquired its London studios.
The deal sees Digme Fitness become a master franchisee to Orangetheory London’s four studios in Fulham, Wandsworth, Islington and Bromley, with a base of over 1,200 clients. Plans to expand with four additional studio openings before the end of 2025 are also in the works.
“We are very excited about the partnership with Dan Williams and the team at Digme,” said Dave Long, CEO and co-founder of Orangetheory. “London is a prime market, and the community response fuels our motivation to expand in and outside the city. With our proven track record in 24 countries, and with Dan’s extensive experience in the fitness industry, we feel confident about our expansion plans in this market.”
Dan Williams, co-founder and former CEO of WIT Fitness, is leading the acquisition and strategic direction for Orangetheory London as the popular group fitness concept looks to expand its U.K. studio base with 20 new sites by 2026 through owned and franchised studio openings.
Williams says he and Digme CEO Geoff Bamber were attracted to the deal because Orangetheory appeals to a broad audience for fitness enthusiasts at any level.
“From what we’ve seen of the brand’s success globally and here in London, through a combination of its training style, coaches and community spirit – it genuinely changes lives,” Williams said.
Bamber noted that in addition to supporting the opening of more Orangetheory studios, the team will be looking to expand its franchised footprint.
“We are therefore looking for entrepreneurs and influential fitness lovers, looking to pursue franchise opportunities, to come on board and open their own studios,” Bamber said.
The fitness franchise has long eyed the U.K. market, with Orangetheory revealing it has spent over $30 million in the U.K. to grow franchise opportunities since its inception. Orangetheory currently has over 1,500 global studios and has demonstrated its strength even during the pandemic, when it added 200 new studios from 2020 to 2022.
Over the summer, Orangetheory tapped online fitness education organization ISSA to provide customized recruitment solutions and “up-skill” its coaches as it continues to expand.
