Fitness Industry Giants Orangetheory and Self Esteem Brands Join Forces in a Historic Merger

Orangetheory Fitness

Two of the leading fitness franchise brands, Orangetheory Fitness and Self Esteem Brands, have announced their intention to merge as equals in an all-stock transaction, creating a new company with one of the largest footprints of fitness, health, and wellness services in the world. The deal, which was announced on Thursday, February 29, 2024, will combine the strengths and resources of both companies to capture an increasing market share in the $5.6 trillion global wellness economy.

Orangetheory Fitness

Orangetheory Fitness: The Leader in Heart Rate-Based Interval Training

Orangetheory Fitness is a boutique fitness brand that offers heart-rate-based group workouts that combine cardio and strength training. Founded in 2010, Orangetheory has grown to over 1,500 franchised studios across 24 countries, with a loyal fan base of fitness enthusiasts. Orangetheory is known for its innovative and personalized approach to fitness, using technology, data, and science to deliver results for its members. Orangetheory has also been recognized as one of the fastest-growing and most profitable fitness franchises in the world.

Self-Esteem Brands: The Leading Portfolio of Purpose-Driven Health and Personal Care Franchise Brands

Self Esteem Brands is the parent company of Anytime Fitness, the world’s largest and fastest-growing fitness club franchise, with over 5,000 locations across 50 countries and territories. Self Esteem Brands also owns and operates other health and personal care brands, such as Waxing the City, Basecamp Fitness/SUMHIIT Fitness, The Bar Method, and Stronger U Nutrition. Self Esteem Brands was founded in 2002 by Chuck Runyon and Dave Mortensen, who are also the co-founders of Anytime Fitness. Self-Esteem Brands is driven by a mission to improve the self-esteem of the world by providing accessible, affordable, and supportive services to help people achieve their health and wellness goals.

The Merger: A New Company with a Global Vision

The merger of Orangetheory and Self Esteem Brands will create a new company that will represent $3.5 billion in systemwide sales and approximately 7,000 franchise locations across 50 countries and territories on all seven continents. The new company will leverage the resources and scale of both companies to position its portfolio of world-class brands for growth and innovation in the fitness, health, and wellness industries. The new company will also benefit from the complementary cultures and values of both companies, which are focused on franchising, community, and customer satisfaction.

The merger is expected to close in the second quarter of 2024, subject to customary closing conditions and regulatory approvals. The new company will be co-led by Dave Long, co-founder and CEO of Orangetheory, and Chuck Runyon, co-founder of Anytime Fitness and CEO of Self-Esteem Brands. The board of directors of the new company will consist of an equal number of representatives from both companies.

Both Long and Runyon expressed their excitement and optimism about the merger and the opportunities it will create for their franchisees, members, and employees. They also shared their vision of setting a new benchmark for what it means to be a global leader in fitness, health, and wellness and enriching more people around the world through their services.

Written by
Jennifer Dixon

Jennifer Dixon is a passionate and professional news writer with over 15 years of experience in the media industry. She has worked as a reporter, editor, and correspondent for various news agencies such as Reuters, CNN, and BBC. She has covered a wide range of topics, from politics and business to culture and entertainment. She has a keen eye for detail and a flair for storytelling. She is also an avid reader and learner, always curious about the world and its people. Jennifer holds a master's degree in journalism from Northwestern University and a bachelor's degree in English from Yale University. She is currently working as a freelance writer and consultant, helping clients with their news and content needs. In her spare time, she enjoys hiking, yoga, and photography.

Leave a comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Related Articles


Hyrox Launches Comprehensive Training Ecosystem for Gyms Worldwide

Global fitness race brand Hyrox has taken a significant stride by introducing...


Best of Both Worlds: The Rise of High-Intensity, Low-Impact (HILIT) Training

Brands like Solidcore are championing the benefits of HILIT, which combines HIIT’s...


Pvolve and HigherDose Partner to Offer Mindfulness Classes

Pvolve, the fitness brand known for its functional workouts, has joined forces...

Athletic Cosmetic

Athletic Cosmetic Company Bets Big on Sports Makeup

Athletic Cosmetic Company, founded by a beauty industry veteran and a former...