Orangetheory Fitness Expands in India

Current Developments: The HIIT franchise has launched its third location in India, a 2,400-square-foot facility in Banjara Hills, Hyderabad.

With a 200% increase in membership sales for OTF India last year, the company plans to expand from one studio in 2023 to 50 studios in the region by 2028.

In Expansion Mode: Widely recognized, the tech-driven boutique brand boasts over 1,500 studios in 24 countries.

Positioned for growth, its network of company-owned and franchised studios follows a "consumer-centric approach," focusing on "localization of studios" to fuel expansion across various regions.

Tapping into India's burgeoning fitness market, OTF is leveraging its successful strategies to establish a presence in major cities throughout the country.

Accelerating Growth

In the wake of its merger with Self Esteem Brands, OTF is intensifying its focus on international markets.

As part of its aim to open 20 new locations in the UK by 2026, it has partnered with British boutique operator Digme Fitness to expedite its expansion across London.

This year, OTF plans to launch its seventh studio in Saudi Arabia and is considering Kuwait, Bahrain, and Dubai for further expansion.

OTF intends to pursue rapid growth in Japan beginning in 2025, planning to expand from its current 15 studios to potentially hundreds.

Future Outlook: With an established presence in all 50 US states, less saturated markets like India provide Orangetheory with a clear path for expansion.

Already operational, it has gained a lead over competitors. However, other major players are likely to enter the region soon.

Source: insider

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