How a studio called Orangetheory is the new green in high-tech fitness.

08 may 2017


Walk into any one of the 570 Orangetheory fitness studios worldwide, and you'll be struck by how, well, orange everything is.
From the studio lighting to the water bottles to the sneakers worn by much of the staff — the branding is pretty straightforward — but that is not the orange driving most sweat-seekers to work out at this fast-growing fitness company. The so-called orange zone is when you exercise at 84 to 91 percent of your maximum heart rate.
Orange glows on the multiple monitors that line every wall — the technology measuring and displaying heart rates and calorie burn across the class, that has the company seeing green. In just six years, Orangetheory has sold more than 1,000 franchise licenses, more than half are up and running. It now boasts 570 studios in 44 U.S. states and 13 countries. Revenue, according to CEO David Long, is up over 100 percent since 2015.
"It's become this snowball effect where just a couple of years ago we had less than 200 studios; we've crossed 500. We'll be growing in 20 international markets, every state in the U.S., and we'll probably break 900 locations by the end of 2017," Long said in an interview at the company's new, bigger headquarters in Boca Raton, Florida.
Gym goers take part in an Orange 60 class at Orangetheory Fitness in Fairfax, VA.


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