Purpose Brands has announced its entry into the Italian market, having sold the franchise rights for four Orangetheory Fitness studios to Icon Palestre.

The studios will be in the greater Rome area and will open over the next four years. They will be among the first Orangetheory Studios to feature a new configuration with a smaller footprint and streamlined equipment offering. This enables growth in areas with limited Real estate opportunities without altering the signature mix of strength and cardio-based classes. Technogym will supply a portion of the strength equipment.

"We are thrilled to be introducing Orangetheory Fitness to Italy's growing fitness market," said Tom Leverton, CEO, Purpose Brands. "Our biggest priority in 2026 is to grow Orangetheory, both in the US and internationally. With Expansion into Japan and the GCC earlier this year, and now Italy, OTF is positioned to accelerate its global growth and meet rising consumer demand worldwide."

Sander van den Born, chief international officer, Purpose Brands, says this is an exciting milestone and the Italian market is ready: "The smaller studio format is an advantage for franchisees: it opens locations that wouldn't have been possible before and meaningfully reduces upfront capital costs. And partnering with Technogym reflects our commitment to building strong local partnerships.

"The momentum across our portfolio right now is remarkable. Our flagship gym brand, Anytime Fitness, recently opened a corporate headquarter office in Madrid, Spain, and is continuing its growth with renewed agreements in the Netherlands, New Zealand and South Africa. Orangetheory is rapidly advancing on its international expansion goals. Together, they represent a compelling opportunity for franchisees who want to be part of businesses that are built for global scale."