Orangetheory Fitness Studio
Orangetheory Fitness in Boca Raton has appointed Lauren Cody as the new brand president, effective January 27. With over 25 years of leadership experience, Cody aims to drive global operations and innovation. Co-founder Dave Long will transition to a strategic advisor role, reflecting the company’s commitment to growth following its merger with Self Esteem Brands. The brand prepares for numerous studio openings and initiatives that emphasize wellness, including the upcoming Transformation Challenge in January 2025.
Exciting news is brewing in Boca Raton, Florida, as Purpose Brands has just appointed Lauren Cody as the new brand president of Orangetheory Fitness. This change, effective January 27, marks a significant strategic transition for the fitness giant as it gears up for a new chapter in its growth story.
With Cody at the helm, Orangetheory is poised to enhance its operations on a global scale. Her impressive track record spans over 25 years, during which she has led multi-unit franchise brands in diverse sectors. Bringing experience from top-tier companies like Panera Bread and McDonald’s Norway, Cody is set to steer Orangetheory Fitness toward innovative practices and expansion in the ever-evolving fitness landscape.
As the company prepares for its next phase of development, it’s also witnessing key leadership shifts. Co-founder and previous CEO, Dave Long, is transitioning to a new role as a strategic advisor while also taking up the position of co-chair on the Purpose Brands board. This reflects Orangetheory’s mission to not only maintain but also strengthen its market presence.
Purpose Brands, which was formed through the impressive $3.7 billion merger between Orangetheory Fitness and Self Esteem Brands, now manages a formidable health and wellness portfolio. With over 7,000 locations across 50 countries serving an astounding six million members globally, the new leadership aims to elevate the brand even further. Purpose Brands also oversees popular fitness franchises such as Anytime Fitness and Waxing the City.
Cody’s extensive career includes notable roles such as senior vice president and chief customer officer at Panera Bread, where she established herself as a leader in enhancing customer experience. Before that, she served as the CEO of McDonald’s Norway, and was involved in business development at Burger King. Armed with an MBA in finance from the Thunderbird School of Global Management and a degree in international studies and economics from West Virginia University, Cody is more than equipped to take on her new role.
2024 was a busy year for Orangetheory, with the opening of 31 new studios worldwide. Among these were three significant studios that opened their doors in December in locations such as Kuwait, Bahrain, and Michigan. Notably, the new Orangetheory studio in Kuwait was designed to be an all-women’s studio, showcasing the brand’s commitment to cultural inclusivity and accessibility in fitness.
With nearly 1,500 studios in 24 countries, Orangetheory continues to broaden its reach and simplify access to health and fitness. The brand specializes in innovative, science-backed workouts that utilize heart rate monitoring and technology integration, offering something for every fitness level.
Looking ahead, Orangetheory has exciting plans for 2025 that include the much-anticipated annual Transformation Challenge, kicking off on January 13. This interactive program emphasizes health and wellness, providing participants with workshops, invaluable wellness tips, and a supportive environment to work toward personal fitness goals. Through this challenge, Orangetheory not only promotes physical fitness but also fosters a sense of community among its members.
With Cody’s leadership and Purpose Brands’ strategic vision, the future looks incredibly bright for Orangetheory Fitness. The emphasis on growth, community support, and a commitment to innovation signals a thrilling new era for one of the most recognized names in the fitness industry. By empowering both franchise partners and members alike, Orangetheory is set on a path of continued success, making healthy lifestyles more accessible to everyone.
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