Orangetheory Fitness Targets 100 Studios in Major Japan Expansion

BOCA RATON, FL – February 26, 2026 – Purpose Brands, a global leader in wellness franchising, has announced a landmark expansion for its Orangetheory Fitness brand across Japan. Through a renewed 10-year master franchise agreement with Orangetheory Japan Co., Ltd., the company plans to add 86 new studios over the next decade, pushing its total presence in the country to over 100 locations by 2034.

The move signals a significant acceleration of Orangetheory's strategy in Asia and represents a major bet on the continued growth of Japan's burgeoning fitness and wellness sector. The expansion will be driven by regional master franchisor Orangetheory Japan Co., Ltd., which is part of the ITS Co., Ltd. portfolio and successfully introduced the brand to the country a decade ago.

A Strategic Bet on a Booming Market

This aggressive expansion is timed to capitalize on a profound shift in Japanese consumer behavior. The country's health and fitness club market, valued at USD 2.48 billion in 2023, is on a steep upward trajectory, projected to more than double to USD 5.14 billion by 2032, according to industry reports. This growth reflects a rising health consciousness, particularly as the population ages, and a growing appetite for structured, efficient fitness solutions.

Japan's fitness club penetration rate reached 4.5% in 2023, with membership climbing over 21% from the previous year, indicating a market that is far from saturated and ripe with opportunity. Boutique fitness concepts, in particular, are finding fertile ground. Orangetheory's expansion plan is a direct response to this demand, aiming to solidify its position before the market becomes even more crowded.

"We are focused on expanding Orangetheory Fitness’s global scale and share. The continuation of our relationship with ITS Co., Ltd. provides affirmation that we’re on the right path,” said Sander van den Born, Executive Vice President - International at Purpose Brands, in a statement.

The initial wave of new studios will target the greater Tokyo metropolitan area, including Kanagawa, Chiba, and Saitama, before expanding to other major cities like Nagoya. This builds upon the success of established locations such as the flagship studio in Tokyo's upscale Azabu-Juban district.

The Orangetheory Edge in a Crowded Field

Orangetheory is entering an increasingly competitive landscape. The Japanese market is dominated by global giant Anytime Fitness, with over 600 locations, and established domestic chains like Konami Sports Club. Furthermore, the recent, explosive growth of RIZAP's low-cost, 24-hour chocoZAP brand, which has attracted over a million members with its unconventional mix of gym equipment and lifestyle services like karaoke and teeth whitening, highlights the diverse and rapidly evolving consumer preferences.

Other international boutique brands are also making inroads. F45 Training, Australian boxing concept UBX, and Xponential Fitness brands like Pure Barre and YogaSix are all targeting Japan for significant growth. In this environment, Orangetheory is banking on its unique, data-driven approach to stand out. The brand's core offering is a one-hour, full-body group workout that combines strength and cardiovascular training. What sets it apart is its integration of technology: members wear heart-rate monitors to track their effort in real-time, aiming to spend a target amount of time in specific heart-rate zones to maximize metabolic burn.

This fusion of certified coaching, community atmosphere, and personalized performance data has already cultivated a loyal following in Japan. “In the last decade, we have seen studio fitness grow in popularity across the country,” noted Takamasa Okubo, Chief Executive Officer of Orangetheory Japan Co. Ltd. “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.”

A Decade-Long Partnership Fuels Future Growth

The confidence behind this hundred-studio plan is rooted in a proven, decade-long partnership. Rather than a cold entry into a foreign market, this expansion is a doubling-down on the successful collaboration between Purpose Brands and ITS Co., Ltd. The Japanese partner has demonstrated its ability to effectively localize the Orangetheory model, navigating cultural nuances and building a strong operational foundation.

This master franchise model is central to Orangetheory's global strategy, leveraging local market expertise for everything from site selection to marketing. “Purpose Brands has been an exceptional partner for Orangetheory Japan Co., Ltd.” stated Kunikazu Okubo, Chairman of ITS Co., Ltd. “Through their guidance and leadership, we will continue to establish a strong Orangetheory member base across the country. In a competitive fitness landscape, we believe in the Orangetheory model and the support of Purpose Brands behind us.”

This long-term commitment provides the stability and shared vision necessary for such an ambitious, multi-year rollout, ensuring that the brand experience remains consistent while adapting to local consumer expectations.

Japan as a Key Piece in a Global Puzzle

The Japan expansion is a critical component of Orangetheory's broader international ambitions. The brand, which currently operates over 1,300 studios in more than 20 countries, is part of the recently formed Purpose Brands, a portfolio powerhouse that includes Anytime Fitness, Waxing the City, and others. This entity commands a formidable presence in the global wellness economy, with a combined 6 million members and operations across 40 countries.

Orangetheory's leadership has set its sights on becoming a truly global force, with a long-term vision of reaching 10,000 units worldwide. The success in Japan is seen as a blueprint for localizing the model in other complex international markets.

"Orangetheory delivers an unmatched experience for our members and represents a compelling opportunity in the global wellness economy," said Lauren Cody, Global Brand President of Orangetheory Fitness. "Having established a presence in more than 20 countries... we're well-positioned to keep growing internationally. We look forward to making a real difference in the health and fitness of people across Japan — and around the world."