Purpose Brands, the world’s largest and most trusted portfolio of fitness, health and wellness franchise brands, is charting a major expansion across Japan. The brand recently announced plans to open 86 new Orangetheory Fitness studios by 2034, bringing the heartrate-based workout to more than 100 locations in the country. The growth initiative is led by regional master franchisor Orangetheory Japan Co., Ltd., part of the ITS Co., Ltd. portfolio, under a renewed long-term agreement with Purpose Brands, parent company of Orangetheory Japan.
“We are excited to continue our relationship with Purpose Brands and bring more Orangetheory Fitness studios to Japan,” said Takamasa Okubo, Chief Executive Officer, Orangetheory Japan Co. Ltd. “In the last decade, we have seen studio fitness grow in popularity across the country. Orangetheory is the premier brand, with a strong local following and dedicated members who understand the power of Orangetheory to build muscle and burn fat. We are honored to bring this extraordinary workout to more people across Japan.”
Expansion will begin across the greater Tokyo area, with new studios planned for Kanagawa, Chiba, Saitama, and extending to Nagoya—all markets that build on the momentum of flagship locations such as Azabu Juban.
A decade after launching in Japan, Orangetheory has cultivated a loyal and energetic member base. The renewed agreement between ITS and Purpose Brands shows strong confidence in the brand’s continued traction in the region. Globally, Orangetheory operates in more than 20 countries.