Orangetheory Expands Beyond the Workout with New Product Partnership
Krissy Vann | Host, All Things Fitness and Wellness
Orangetheory Fitness is expanding into the fitness accessories market through a new licensing agreement with Fit for Life.
The partnership will see Fit for Life develop and distribute a range of Orangetheory-branded training accessories and fitness equipment, with the first products expected to launch in the first quarter of 2027.
Fit for Life will oversee product development, sourcing and distribution for the collection, which will be sold through select retail partners, Orangetheory channels and e-commerce platforms.
"Orangetheory is one of the most recognized and respected brands in fitness, with a passionate member community and a proven approach to helping people achieve results," said Joey Shamah, Co-Founder and CEO of Fit for Life. "We're excited to partner with Orangetheory and Purpose Brands to create innovative products that complement the Orangetheory workout experience and bring the brand into consumers' everyday lives."
The collection is expected to include a variety of training accessories designed to support members both inside and outside the studio. While specific products have not yet been announced, imagery released alongside the announcement featured Orangetheory-branded weighted training equipment.
"At Orangetheory, we're constantly looking for ways to help our members stay connected to their fitness goals beyond the studio," said Lauren Maffei, Senior Director of Business Development and Partnerships at Purpose Brands. "Partnering with Fit for Life allows us to offer high-quality products that reflect our commitment to helping people build fitness for life through a balanced approach to strength, cardio, coaching and community."
The first collection is expected to launch in early 2027 and will mark Orangetheory's entry into the branded fitness accessories category.
