Purpose Brands, the world’s largest and most trusted portfolio of fitness, health and wellness franchise brands, announced the planned expansion for its Orangetheory Fitness brand across Japan. In partnership with ITS Co., Ltd., the number of Orangetheory studios in Japan will grow to over 100 in the next 10 years.
Regional master franchisor Orangetheory Japan Co., Ltd., a part of the ITS Co., Ltd. portfolio, is driving this strategic expansion. With ambitious growth plans to launch this year and accelerating throughout the decade, the partnership aims to establish 86 new studios by 2034. Having successfully introduced Orangetheory to Japan a decade ago, the renewed partnership between ITS and Purpose Brands reflects strong confidence in the brand’s sustained momentum and expanding market presence in the country.
“Purpose Brands has been an exceptional partner for Orangetheory Japan Co., Ltd.” said Kunikazu Okubo, Chairman, ITS Co., Ltd. “Through their guidance and leadership, we will continue to establish a strong Orangetheory member base across the country. In a competitive fitness landscape, we believe in the Orangetheory model and the support of Purpose Brands behind us.”
“We are excited to continue our relationship with Purpose Brands and bring more Orangetheory Fitness studios to Japan,” said Takamasa Okubo, Chief Executive Officer, Orangetheory Japan Co. Ltd. “In the last decade, we have seen studio fitness grow in popularity across the country. Orangetheory is the premier brand, with a strong local following and dedicated members who understand the power of Orangetheory to build muscle and burn fat. We are honored to bring this extraordinary workout to more people across Japan.”
The first studio openings will take place in Tokyo and surrounding areas, building upon the success of existing OTF studios like the flagship in Azabu-Juban. Others will open in Kanagawa, Chiba and Saitama, and as far away as Nagoya. Globally, Orangetheory is in more than 20 countries.
“We are focused on expanding Orangetheory Fitness’s global scale and share. The continuation of our relationship with ITS Co., Ltd. provides affirmation that we’re on the right path,” said Sander van den Born, Executive Vice President – International, Purpose Brands.
“Orangetheory delivers an unmatched experience for our members and represents a compelling opportunity in the global wellness economy,” said Lauren Cody, Global Brand President of Orangetheory Fitness. “Having established a presence in more than 20 countries and 1,300 studios worldwide, we’re well-positioned to keep growing internationally. We look forward to making a real difference in the health and fitness of people across Japan — and around the world.”
