In Phoenix, Ariz., there’s a new health club in town. Orangetheory Fitness is scheduled to open three new fitness centers in the city this fall, increasing its reach into Phoenix and the surrounding area.
According to Becky Renner, the area developer for Orangetheory Fitness, the brand is currently implementing a very aggressive growth model in the state of Arizona. In 2011, the franchise opened studios in Scottsdale and Chandler, Ariz. To date, Arizona boasts eight Orangetheory Fitness franchises, and 26 additional studios are set to open in the state in the next year. According to Renner, Arizona is expected to be completely built-out by the second quarter of 2016. “This brand has just absolutely taken off in the state of Arizona, and it is very exciting to be part of such a high-energy growth model,” said Renner.
David Long, the CEO and partner of Orangtheory Fitness, explained that when deciding where to open the three new studios in Phoenix, convenience was key. “We look for criteria including high-traffic areas with close proximity to main highways, typically in shopping centers or similar locations with a draw for daily needs such as grocery, coffee shops, banks — with certain frontage and square foot requirements,” he explained. “Our small footprint allows us to open in these areas, unlike a big-box gym.”
The new Phoenix studios, like other Orangetheory locations, will feature a variety of top-of-the-line equipment including treadmills, rowing machines, SBT Suspension Training and free weights. Heart rate monitors will be provided, and flat-screen TVs mounted on the wall will enable participants and trainers to see individual performances in real-time. All Orangetheory studios are similar in services and amenities, “as we place a high focus on customer experience, brand integrity and consistency,” Long said. “Of course, the color orange is a big part of the experience and energy in each of our studios.”
Phoenix isn’t the only city in which Orangetheory Fitness is rapidly expanding. “Growth is really surging right now in many areas of the country,” said Long. “We’re excited about entering the Orlando market with multiple studios in the fall. We’ve expanded our presence along the East Coast, [including] New Jersey, Pennsylvania, Virginia, Maryland [and] Connecticut. California is another state with lots of growth, and we’re expanding in the middle of the country, notably Colorado, Kansas [and] Chicagoland.
“We’ve got studios in Alberta, Canada, and this summer, the first U.K. studio opens as part of our partnership with David Lloyd Leisure,” explained Long. Orangetheory Fitness celebrated 100 studios in March.
Long described Orangetheory Fitness as “the best one-hour workout. That’s the short answer.” Each 60-minute session is high-intensity training split into intervals of cardio and strength, using a variety of equipment to maximize time and calorie burn. “It’s backed by science, post-exercise oxygen consumption, and we’re the first to use heart rate monitors to personalize the experience, keeping members in a target zone that stimulates metabolism and increases energy,” he said. “Our concept is motivational group-training at a reasonable price point that yields amazing results.”
According to Long, he is excited to open the new locations in Phoenix in order to “give more people in the market the opportunity to experience results with Orangetheory Fitness.”
By Sam Rogers
