Purpose Brands Expands Orangetheory Fitness in Japan via 10-Year Deal
Purpose Brands, the parent company of Orangetheory Fitness, has announced a 10-year renewal agreement with ITS Co., Ltd. to expand the fitness brand’s presence in Japan, aiming to increase the number of studios to over 100 by 2034, as detailed in a press release on February 26, 2026.
Deal Details
The agreement involves Orangetheory Japan Co., Ltd., a subsidiary of ITS Co., Ltd., as the regional master franchisor, committing to open 86 new studios in Japan over the next decade. According to GlobeNewswire PE, the expansion will begin with new studio openings in Tokyo and its surrounding areas, including Kanagawa, Chiba, and Saitama, as well as Nagoya, building on existing locations like the flagship studio in Azabu-Juban. This strategic partnership underscores Purpose Brands’ focus on international growth for Orangetheory, which already operates in more than 20 countries and over 1,300 studios worldwide. Executives from both sides expressed enthusiasm for the deal, with Kunikazu Okubo, Chairman of ITS Co., Ltd., stating, “Purpose Brands has been an exceptional partner for Orangetheory Japan Co., Ltd.” Takamasa Okubo, CEO of Orangetheory Japan Co. Ltd., added, “We are excited to continue our relationship with Purpose Brands and bring more Orangetheory Fitness studios to Japan.” Sander van den Born, Executive Vice President - International at Purpose Brands, noted, “The continuation of our relationship with ITS Co., Ltd. provides affirmation that we’re on the right path.” Lauren Cody, Global Brand President of Orangetheory Fitness, emphasized, “Orangetheory delivers an unmatched experience for our members and represents a compelling opportunity in the global wellness economy.”
Background
Orangetheory Fitness, a brand under Purpose Brands, was first introduced to Japan a decade ago through ITS Co., Ltd., marking the beginning of its regional presence. The renewed 10-year agreement reflects the brand’s established momentum in Japan, where it has built a strong local following for its high-intensity workout model that combines science and technology to enhance fitness results. Purpose Brands positions itself as the world’s largest and most trusted portfolio of fitness, health, and wellness franchise brands, leveraging such partnerships to drive growth. This expansion aligns with the company’s broader international strategy, as highlighted by the executives’ comments on the brand’s appeal in competitive markets. The partnership’s history demonstrates mutual confidence, with ITS Co., Ltd. driving operations and Purpose Brands providing guidance and support.
Market Context
The global fitness industry has seen steady growth in recent years, driven by increasing consumer interest in health and wellness, a trend that has accelerated post-pandemic as people seek effective, accessible workout options. In this context, Orangetheory’s science-backed group fitness model offers a differentiated value proposition in markets like Japan, where studio-based fitness has gained popularity. According to the source, the brand’s expansion plans capitalize on this demand, positioning Orangetheory to capture a larger share of the wellness economy amid ongoing international trends toward personalized and technology-enhanced fitness experiences.
What This Means for Emerging Managers
For general partners raising Fund I or Fund II in the fitness and wellness sector, this expansion highlights the potential for franchise-based growth strategies in international markets, particularly in Asia. The deal illustrates how established brands like Purpose Brands partner with local entities to scale operations, offering insights into risk management and market entry tactics that emerging managers might replicate in similar ventures. As the source indicates, such partnerships affirm the viability of wellness brands in competitive landscapes, potentially informing investment theses focused on franchising and global expansion.
Looking ahead, the planned studio openings over the next decade signal continued collaboration between Purpose Brands and ITS Co., Ltd., with the potential to strengthen Orangetheory’s global footprint and deliver on the brand’s promise of accessible, effective fitness solutions in Japan and beyond.
