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Business Opportunities News
Date: 08/02/2018
Orange is the new fit: Global fitness brand flexes its muscle in Canada

TORONTO, Feb. 27, 2018 /CNW/ - Increased heart rates, heavy breathing and beads of sweat are sweeping the nation – as more and more Canadians are going outside their comfort zone, and getting into the Orange Zone (the sweet spot of exercise where you perform at 84-91 per cent of your max heart rate). Orangetheory Fitness ®  today announced that the exercise brand is forecast to have over 100 studios in Canada by the end of the year. Experiencing explosive growth over the past few years, the fitness lifestyle brand shows no signs of slowing down; in fact, in January 2018 alone, Orangetheory Fitness opened five new studios across the country. Orangetheory Fitness is a 60-minute HIIT-style (High-Intensity Interval Training) workout that uses innovative heart-rate based interval training, broken into intervals of cardiovascular and strength training. Led by a skilled personal trainer – called a coach – participants use a variety of equipment including treadmills, rowing machines, TRX suspension training and free weights.

What differentiates Orangetheory Fitness from other fitness models is the technology behind the brand; class participants are encouraged to wear heart- rate monitors during each workout.  Tracking their heart rates and ensuring that participants are pushing themselves is what enables them to reach their fitness goals faster. Backed by the science of excess post-exercise oxygen consumption (EPOC) – also referred to as the 'afterburn effect' – Orangetheory's workouts are designed to get participants within their target-training zone of 84 percent to 91 per cent of their max heart rate, which stimulates metabolism and increases energy for the next 24 to 48 hours.

Orangetheory Fitness opened its first studio in Fort Lauderdale, Florida in the spring of 2010, and in an unprecedented length of time has quickly become one of the world's top fitness franchises. In the fall of 2012, Orangetheory Fitness opened its first studio in Canada, and within a few months, three more studios opened north of the border. By 2014, the number of Orangetheory studios in Canada increased to 12, and to 18 in 2015. Explosive growth occurred in 2016 and 2017, with 42, and 60 Orangetheory studios opening, respectively.

"In addition to being a pretty perfect workout,rolex replica watches the tremendous success we've had stems from Orangetheory Fitness entering the market at just the right time," said Hifa Maleki, Vice President, Franchise Development & Operations OTF Canada Inc. "Canadians are busier than ever before and need a fitness routine that easily fits with their lifestyle; Orangetheory packs 60 minutes chock-full of the most optimal exercises, and then has you on your way, and burning calories long after your workout." The last six years have seen exponential growth of the Orangetheory brand, both in Canada, as well as all around the world.  By the end of 2018, Orangetheory Fitness is slated to have 1,000 studios, in 18 countries worldwide. Given that the American College of Sports Medicine's annual survey cites the top fitness trends of 2018 to include HIIT, Group Training, Wearable Technology, Strength Training and classes led by experienced fitness professionals, the year ahead promises to be red-hot for Orangetheory Fitness.

Looking Ahead

In the summer of this year, Orangetheory will be launching several apps that focus on fitness outside-of- the-studio. New state-of- the-art equipment will also roll out to all studios this spring. The year ahead will see Ontario and Quebecopening more studios than any other provinces.

Partnerships

Some have compared the growth of Orangetheory to 'steering a brand strapped to a rocket ship' – and other like-minded companies are taking notice. As collaborations continue to be the winning formula in the marketing mix, Orangetheory stepped up its game with a recent New Balance partnership in Canada. At select studios across Canada, Orangetheory Fitness launched New Balance's new 2018 sneakers and training apparel through an exclusive influencer engagement program. In 2016 in the US, Orangetheory Fitness saw a premiere partnership with the New York Yankees.

Location, Location, Location

Another factor leading to Orangetheory's success is that its studios do not require a lot of commercial retail space, which allows franchisees to operate with much lower overhead costs, compared to other big box gyms. A 2,800 to 3,200 square- foot space with good street visibility make the most optimal studios.

Orangetheory Fitness also works with real estate brokers to identify the best locations long before franchisees are brought on, saving interested franchisees a lot of the upfront work.

Another strength of the Orangetheory model is that when a studio opens, it quickly becomes part of the fabric of its community. Much like a local coffee shop, you could literally have one every few blocks. By the summer of 2018, three studios are set to open on Toronto's iconic Yonge Street, at Yonge-Dundas Square, Yonge and Lawrence, and Yonge and York Mills.

Added Maleki: "We really owe the credit of our wildly successful past few years to our members. On average, our members visit the studio 2-3 times per week, and act as our unofficial ambassadors. The infectious way they sell our story is better than any form of advertising. In fact, 95 per cent of our franchisees were Orangetheory members first."

About Orangetheory ®  Fitness

Orangetheory ®  Fitness is a scientifically designed, one-of- a-kind, group personal training workout broken into intervals of cardiovascular and strength training. Backed by the science of excess post-exercise oxygen consumption (EPOC), Orangetheory's heart-rate- monitored workouts are designed to get participants within the target-training zone of 84 percent to 91 percent of their max heart rate, which stimulates metabolism and increases energy. Led by highly skilled coaches, each Orangetheory Fitness workout incorporates endurance, strength and power elements through a variety of equipment including treadmills, rowing machines, TRX ®  suspension training and free weights. The end result is more energy, visible toning and the 'Orange Effect' – where participants keep burning calories for up to 36 hours post-workout (the Orangetheory Fitness 'afterburn') for an average of 500+ total calories burned per every 60 minute workout. Orangetheory Fitness recently unveiled its engaging Keep Burning marketing campaign. The company is among the top franchises in the world. Visit www.orangetheoryfitness.ca/franchisees for area developer and franchise opportunities.

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