Purpose Brands has named Lauren Cody as brand president of Orangetheory Fitness. Cody brings more than 25 years of executive leadership experience with large, multi-unit franchise brands across diverse customer-facing industries, positioning her to lead Orangetheory into its next chapter. Cody assumes the role January 27, with Orangetheory co-founder and CEO Dave Long fully transitioning to co-chair of the Purpose Brands board, where he will serve as a strategic advisor to the Orangetheory brand leadership team.
“I’m thrilled to join Orangetheory Fitness at such an exciting time for the fitness, health and wellness industry,” said Cody. “The science-backed, technology-driven approach that Dave and the team have refined over the years has truly set Orangetheory apart. Combined with our global community of passionate franchise owners, I’m confident that Orangetheory is positioned to seize the moment. We have an incredible opportunity to drive innovation and growth. I look forward to further elevating the member experience, expanding our partnerships with franchisees worldwide and working with the wider talented team at Purpose Brands to build on this momentum.”
Cody’s appointment comes on the heels of the launch of Purpose Brands, formed by the merger of Orangetheory Fitness and Self Esteem Brands. Purpose Brands operates in more than 7,000 locations – with 46% outside the U.S. – providing health and wellness services to 6 million members across 50 countries and territories on all seven continents.
“We’re delighted to welcome Lauren to the Purpose Brands family as the new leader of Orangetheory Fitness,” said Tom Leverton, the CEO of Purpose Brands. “Lauren’s exceptional leadership experience, combined with her deep expertise in driving growth across global franchise systems, aligns perfectly with our vision for the future of Orangetheory Fitness in our brand portfolio. We are committed to empowering our brands with world-class talent like Lauren to deliver transformative value to our franchisees and members alike worldwide. I look forward to working with Lauren as we continue to build a culture of purpose and ensuring wellness services are accessible for everyone.”
An insights-based strategist, Cody has a proven ability to build stakeholder alignment across organizations, and has consistently delivered balanced, profitable and sustainable growth. She has held C-suite roles at several top brands in the restaurant and health care industries, including Burger King, McDonald’s, Panera Bread Company and AlerisLife. She serves on the board of directors for Swenson’s Drive In and Domino’s Pizza in Norway and is a member of Abbott Laboratories’ advisory panel for brand communications.
“Bringing Lauren on board as the new brand president begins an exciting next chapter for Orangetheory Fitness and is a pivotal step for Purpose Brands as we look to shape the future of fitness,” said Long. “Lauren’s extensive experience in leading global, multi-unit brands and her ability to facilitate alignment across diverse teams make her the ideal leader for the brand going forward. I am confident that her vision and leadership will not only strengthen our position in the industry but also elevate the experience we deliver to our members and the success we provide to our franchise partners around the world.”
As the U.S. $6.3 trillion global wellness economy continues to expand and consumer preferences for fitness, health and wellness evolve, Purpose Brands is committed to strengthening its portfolio’s competitive advantage by leveraging insights gained from its international presence across 50 territories and countries, as well as enhancing its world-class shared services model. Cody’s expertise in global brand leadership and stakeholder alignment will play a key role in advancing both the brand and the company’s priority to deliver extraordinary in-person, virtual and digital member experiences.
Moving forward, Purpose Brands will continue to build out a dynamic, experienced leadership team that aligns with the company’s goals for innovation, franchisee success and global growth.
