By building in competition to workouts it enhances one's motivation and keeps consumers coming back. This model has become extremely sticky in the fitness industry because while many people want to achieve their fitness goals they innately lack motivation. Orange Theory uses your heart rate to show your exertion potential compared to maximal effort and compares you to your peers in classes. Both of these fitness companies, while they differ in business models, use your own fitness data and others to create a competitive atmosphere. So, Orange Theory's success is quite similar to Peloton's rise to fame. Orange Theory is currently headquartered in Boca Raton, Florida and is run by its CEO Dave Long who previously served as the main developer and owner of the European Wax Center. The concept currently has over 1,400 franchises in the United States and another 150 international locations and is a subsidiary of Ultimate Fitness Holdings. After establishing a strong reputation across the fitness industry, Latham decided to seek a larger challenge and transitioned from the study of physiology to owning a gym that implemented a business model that remains in place across all studios to this day: offering trainer-led group workout sessions, which are broken into intervals of cardiovascular and strength training.įranchising began one year later, and today Orange Theory studios can be found in 18 countries, and across 49 states. Co-founder, Elle Latham, decided to open a gym to implement her personally designed workout, which eventually became the basis for Orange Theory's system. Orange Theory Franchise was founded in Boca Raton, Florida in 2009.
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