Orangetheory Enters Italy With Smaller Studio Format

Purpose Brands has signed Icon Palestre, a Rome fitness management company led by CEO Felice Orsinetti, to open four Orangetheory Fitness studios across the greater Rome metro over the next four years. The deal marks Orangetheory's first entry into the Italian market. The Rome studios will run a smaller footprint with a streamlined equipment lineup.

Why the Compact Format Matters

The new configuration keeps Orangetheory's signature mix of strength and cardio classes but shrinks the box. A smaller studio costs less to build and fits sites that a full-size format could never justify, which lowers the upfront capital a franchisee has to commit. That math is the point: cheaper buildout widens both the pool of viable locations and the pool of operators who can afford to sign.

Local Supply Cuts the Friction

Technogym, a high-end Italian manufacturer, will supply part of the strength equipment. Sourcing gear from a respected domestic brand shortens the supply chain and gives the new operator credibility with Italian members from day one. For a franchisor entering a market cold, a local equipment partner removes one of the harder parts of a first launch.

What It Signals for Global Operators

Italy follows Orangetheory moves into Japan and the GCC earlier in 2026, and CEO Tom Leverton has named Orangetheory growth as the company's top priority for the year. For multi-unit operators scanning international white space, the takeaway is concrete. The brand is exporting a cheaper unit model designed to clear the real estate and capital hurdles that usually stall expansion. The test is whether four Rome studios fill classes fast enough to pull the next signing forward.