The Fitness World in Europe Is About to Get Shaken Up
If you thought the European fitness market was crowded enough—think again. Orangetheory Fitness and Anytime Fitness, now under one powerhouse parent company called Purpose Brands, are about to flip the script. This isn’t some slow, cautious entry. This is a full-throttle move to dominate.
Forget being polite competitors. They’re done watching from the sidelines. Now, they’re coming straight for the top spots.
Europe Is Ripe for the Taking
Only 8.9% of Europeans are gym members. Compare that to the U.S. where 1 in 4 people are already in the game. That’s not just a stat—that’s a green light.
Europe is a wide-open field, and Purpose Brands knows it. The plan? Move fast. Hit hard. And offer something more compelling than the budget, no-frills options that have ruled for too long.
What People Want Now Isn’t a Cheap Gym—It’s a Smart One
The average European gym-goer is evolving. Basic, cookie-cutter gyms with a few dumbbells and broken treadmills aren’t cutting it anymore. People want structure. They want community. They want coaching that actually works.
That’s where Orangetheory and Anytime Fitness step in—offering real coaching, data-driven training, and environments that don’t feel like a dungeon from 2005.
Orangetheory Is Built for Cult-Like Loyalty
This isn’t your average group class. Orangetheory brings science into the workout room—heart rate zones, performance tracking, and a sense of purpose every time you show up. It’s built to keep people hooked—and it works.
The plan is to open more studios across Europe, with locations already live in places like the UK and Middle East. And that’s just the beginning.
Anytime Fitness Isn’t Just 24/7—It’s Everywhere
With over 7,000 gyms worldwide, Anytime Fitness already has global muscle. But in Europe? It’s still an underdog—at least for now. That’s changing quickly.
New deals are rolling out to open locations across Germany, France, Italy, and more. And with a 24/7 model, strong brand recognition, and a franchise system that scales fast, this is going to be a major disruption.
The Real Question: Can Local Gyms Compete With This?
Here’s the hard truth—most won’t.
Orangetheory and Anytime are bringing in systems, tech, and brand loyalty that smaller chains can’t match. This isn’t just about more gyms. It’s about smarter ones—designed to keep people coming back and paying more.
If you’re a local studio relying on outdated equipment and a few loyal members, you’re in for a rude awakening.
This Isn’t Just Growth—It’s War
Purpose Brands isn’t dipping its toes into Europe. It’s cannonballing in, and the splash is going to hit everyone.
With over 400 locations already active across the continent and an aggressive expansion playbook, this move isn’t just smart—it’s a full-blown takeover strategy. And the industry better be ready.
Bottom Line: The Game Just Changed
Europe is waking up to a new kind of fitness. No more dusty gyms, no more €20 memberships with zero accountability. What’s coming is premium, personal, and powerful.
And if you’re not ready to evolve, you’re about to get left behind.
