Purpose Brands announced that Icon Palestre, an Italian fitness management company led by CEO Felice Orsinetti, has secured franchise rights to open four Orangetheory Fitness (OTF) studios in the greater Rome metro area over the next four years. The agreement marks Orangetheory’s introduction to the Italian market.
The Rome studios will feature a new configuration, including a smaller footprint and streamlined equipment. to enable the brand’s growth in a region, given limited real estate opportunities, without altering the company’s signature strength and cardio-based classes.
“We are thrilled to be introducing Orangetheory Fitness to Italy’s growing fitness market,” said Tom Leverton, CEO of Purpose Brands. “Our biggest priority in 2026 is to grow Orangetheory, both in the U.S. and internationally. With expansion into Japan and the GCC earlier this year, and now Italy, OTF is positioned to accelerate its global growth and meet rising consumer demand worldwide.”
Sander van den Born, chief international officer at Purpose Brands, continued, “Bringing Orangetheory to Rome is an exciting milestone. The universal rise of holistic health and functional training, with programs like Hyrox, tells us that the Italian consumer is ready for what OTF offers. 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. And partnering with Technogym, one of Italy’s most respected fitness brands, reflects our commitment to building strong local partnerships.”
“The momentum across our portfolio right now is remarkable,” van den Born continued. “Our flagship gym brand, Anytime Fitness, recently opened a corporate headquarters office in Madrid, Spain, and is continuing its growth with renewed agreements in the Netherlands, New Zealand and South Africa. Orangetheory is rapidly advancing on its international expansion goals. Together, they represent a compelling opportunity for franchisees who want to be part of businesses that are built for global scale. It’s a great time to be part of the Purpose Brands family.”
Purpose Brands’ portfolio includes Anytime Fitness, Orangetheory Fitness, Waxing the City, The Bar Method, Healthy Contributions, and Provision Security.
Image courtesy Orangetheory
