Fitness fads may come and go, but from the looks of it, Orangetheory Fitness is planning on being here to stay.
The Fort Lauderdale-based fitness chain has said it plans to open five Orlando-area locations in the near future. The new sites are part of a 25-franchise expansion plan. One location will be in Winter Park and the other in downtown Orlando; exact locations for the other three studios are still being worked out.
Orangetheory’s fitness model is based on 60-minute workouts, which are divided between strength training and cardiovascular work. In March, it reached its 100th franchise with the opening of a studio in California.
As we mentioned earlier, some fitness trends do not have staying power (remember “stripper-roebics” and pole-dancing classes?) while others, like bikram yoga, have seemed to catch on and stay on.
With its expansion plan and new franchises, Orangetheory is banking on the hope that its approach to physical fitness will generate enough devotees that it becomes an accepted form of exercise, like spin classes or kettlebells, and not just a passing fancy for fitness enthusiasts.
It is probably safe to presume that Orangetheory is being very contemplative and intentional with regard to its new franchise locations. By that, we mean it is thinking very carefully about where each location goes and, if the space is leased, what the lease looks like.
In business, careful planning like this can go a long way toward ensuring longevity. It may take more work on the front end, but thoughtful preparation almost always has positive benefits.
Source: The Orlando Sentinel, “Fitness chain targets five local locations,” Mary Shanklin, May 5, 2013
