Purpose Brands, LLC, the parent of Anytime Fitness, Orangetheory Fitness, Waxing the City, Basecamp Fitness/SumHIIT Fitness, and The Bar Method fitness brands, has named Lauren Cody as brand president for Orangetheory Fitness.
Cody assumes the role on January 27 when Orangetheory Co-Founder and CEO Dave Long fully transitions to co-chair of the Purpose Brands Board of Directors, where he will serve as a strategic advisor to the Orangetheory brand leadership team.
Cody’s appointment comes following the launch of Purpose Brands, which was formed by the merger of Orangetheory Fitness and Self Esteem Brands. Purpose Brands reports operating in over “7,000 locations, with 46 percent outside the U.S., providing health and wellness services to 6 million members across 50 countries and territories on all seven continents.”
Cody reportedly brings over 25 years of executive leadership experience with large, multi-unit franchise brands across diverse customer-facing industries. She is an “insights-based strategist, with a proven ability to build stakeholder alignment across organizations, and has consistently delivered balanced, profitable and sustainable growth,” the company reported in a media release.
Cody has held C-suite roles at leading restaurant and healthcare brands, including Burger King, McDonald’s, Panera Bread Company, and AlerisLife. She serves on the board of directors for Swenson’s Drive-In and Domino’s Pizza in Norway and is a member of Abbott Laboratories’ advisory panel for brand communications.
“I am thrilled to join Orangetheory Fitness at such an exciting time for the fitness, health and wellness industry,” Cody said. “The science-backed, technology-driven approach that Dave and the team have refined over the years has truly set Orangetheory apart. Combined with our global community of passionate franchise owners, I’m confident that Orangetheory is positioned to seize the moment. We have an incredible opportunity to drive innovation and growth; I look forward to further elevating the member experience, expanding our partnerships with franchisees worldwide, and working with the wider talented team at Purpose Brands to build on this momentum.”
Tom Leverton, CEO of Purpose Brands, commented, “We are delighted to welcome Lauren to the Purpose Brands family as the new leader of Orangetheory Fitness. Lauren’s exceptional leadership experience, combined with her deep expertise in driving growth across global franchise systems, aligns perfectly with our vision for the future of Orangetheory Fitness in our brand portfolio. We are committed to empowering our brands with world-class talent like Lauren to deliver transformative value to our franchisees and members alike worldwide. I look forward to working with Lauren as we continue to build a culture of purpose and ensuring wellness services are accessible for everyone.”
Orangetheory Co-Founder Dave Long added, “Bringing Lauren on board as the new brand president begins an exciting next chapter for Orangetheory Fitness and is a pivotal step for Purpose Brands as we look to shape the future of fitness. Lauren’s extensive experience in leading global, multi-unit brands and her ability to facilitate alignment across diverse teams make her the ideal leader for the brand going forward. I am confident that her vision and leadership will not only strengthen our position in the industry but also elevate the experience we deliver to our members and the success we provide to our franchise partners around the world.”
Image courtesy Orangetheory Fitness/Purpose Brands, LLC and
