Two of the industry’s biggest companies are joining forces.
Latest: Orangetheory Fitness Brands and Self-Esteem Brands have announced their intention to merge, creating a new company in an all-stock transaction.
The HIIT franchisor will team up to leverage its portfolio of health and personal care brands to create “one of the world’s largest providers of fitness, health and wellness services” with systemwide sales of $3.5 billion.
It’s going to get bigger. Leveraging Self Esteem’s global reach and franchising strategy, OTF will pursue global growth by expanding its portfolio to include Anytime Fitness, Basecamp Fitness (and global sister brands SUMHIIT Fitness), The Bar Method, and Waxing. Join the City.
- SEB counts 5.2,000 Anytime clubs in 42 countries across seven continents.
- Prior to the OTF agreement, the company had targeted 10,000 properties worldwide by 2030.
- In 2013, we sold 500 franchises worldwide. The brand has secured its first international studios for Basecamp/SUMHIIT and The Bar Method.
Orangetheory has expanded to 1.5,000 studios in all 50 U.S. states and 24 countries. Most recently, it has also accelerated internationally, entering the UK with a deal with Digme Fitness and opening a new store in Ireland.
Form a team. Both brands are prioritizing localization as a pillar of growth, with the combined company leveraging “cutting-edge data and analytics, technology, products and services” to serve franchisees and those seeking holistic wellness. We will provide the best possible service.
ending: As fitness operators push for international expansion, competing for global market share, OTF is on a fast track, while Self-Esteem has another prominent brand in its development pipeline. .