Key facts
- Orangetheory Fitness is expanding into Italy.
- This is the company's first entry into the Italian market.
- New studio formats will be introduced.
- A partnership with a local provider has been established.
Orangetheory Fitness, a leader in studio fitness and owned by Purpose Brands, has announced its debut in the Italian market. This expansion marks the company's first venture into Italy. The fitness brand plans to introduce new studio formats as part of its strategy. To facilitate this entry, Orangetheory Fitness has established a partnership with a local provider. The announcement was made on June 4, 2026, from Boca Raton, Florida, Woodbury, Minnesota, and Rome.