Orangetheory Fitness is entering Italy for the first time, with Icon Palestre securing franchise rights to open four studios in the greater Rome metro area over the next four years. The expansion is part of Purpose Brands' international growth strategy following recent launches in Japan and the Gulf Cooperation Council. The Rome locations will feature a new smaller studio format with streamlined equipment, enabling growth in areas with limited real estate whilst reducing upfront capital costs for franchisees. Italian fitness manufacturer Technogym will supply a portion of the strength equipment. Purpose Brands, which owns Orangetheory and Anytime Fitness among other wellness brands, generates $3.9 billion in revenue and operates across 46 countries with six million members.

Purpose Brands announced that two of its fitness franchises earned top rankings in Newsweek's 2026 Readers' Choice Awards. Anytime Fitness was named best gym, whilst Orangetheory Fitness received recognition as best boutique fitness brand. The awards, voted on by consumers and industry experts, reflect member satisfaction and brand performance across Purpose Brands' portfolio. Chief executive Tom Leverton credited the recognition to trust from members, franchisees and team members. Purpose Brands operates nearly 6,000 locations across 46 countries and territories, serving six million members. The company's portfolio includes Anytime Fitness, Orangetheory Fitness, Waxing the City, Basecamp Fitness, The Bar Method, Stronger U Nutrition, Healthy Contributions and Provision Security, generating $3.9 billion in trailing twelve-month revenue.