market or location? What’s
that person’s age, income,
and gender? The core of our
brand is to make it accessible
to all ages and fitness levels,
but the largest percentage of
our customers are 25- to
49-year-old females with
midlevel income. Our
ultimate goal is to figure out
how to get deeper into those
other buckets of consumers,
but if you’re talking about
opening a new location, we
want to make sure we’re
lined up with our biggest
customer group.
Say location A is here on
the corner and it’s doing well,
and we’re trying to decide if
we should open location B
three miles away. Because
we’ve laid the groundwork
for the analytics, we’ll see all
the potential customers in
that area. And it will show
any customers in that area
who are already customers of
location A, so now you can
see the overlap and that
there’s still plenty of potential
for location B—or not, for
that matter. It’s in black-and-
white. If for any reason
location B doesn’t end up
being successful, we can
examine other factors—not
that the location wasn’t set
up for success.
Where do you see Orange-
theory going as a business
in the next year? The next
decade?
Very soon, we’re going to
mature domestically and
have locations in most areas
that can support them. Now
we have a huge opportunity
internationally. We’re already
open in 16 countries. If we
end up doing 1,400 locations
in the U.S., we believe we can
do 5,000 locations outside
the U.S. We started very early
franchising in Canada, and
we have 60 locations there.
Next year our big growth
markets are Japan, the U.K.,
and Australia, where we’ll
open 25 locations next year.
My other long-term goal
is, I’ve started to see that a lot
of folks who need the
Orangetheory product can’t
necessarily afford it. So I
want to develop relationships
with health insurance
companies and healthcare
providers to subsidize our
The next step:
Working with insurance
companies to subsidize
memberships for people
who can’t afford them.