Lauren Cody, a seasoned executive leader in the franchise industry, has been appointed brand president of Orangetheory Fitness, while co-founder and CEO Dave Long will transition to co-chair of the Purpose Brands board into a strategic advisor role.
Cody assumes the role of the premium boutique fitness brand on January 27.
Orangetheory made headlines last year following a merger of equals with Self Esteem Brands, forming a giant $3.7 billion powerhouse now known as Purpose Brands touting a multi-brand portfolio spanning fitness and personal care. Along with Orangetheory, Purpose Brands owns Anytime Fitness, The Bar Method, Basecamp/Sumhiit Fitness and Waxing the City. In 2024 alone, Orangetheory opened 31 new studios across the globe and remains committed to continued growth internationally.
“I am thrilled to join Orangetheory Fitness at such an exciting time for the fitness, health and wellness industry,” Cody said. “The science-backed, technology-driven approach that Dave and the team have refined over the years has truly set Orangetheory apart. Combined with our global community of passionate franchise owners, I’m confident that Orangetheory is positioned to seize the moment.”
Long, who co-founded the brand in 2010, noted that Cody’s appointment as Orangetheory’s brand president signals an exciting new chapter for the fitness franchise and one that is pivotal for Purpose Brands.
“Lauren’s extensive experience in leading global, multi-unit brands and her ability to facilitate alignment across diverse teams make her the ideal leader for the brand going forward,” Long said. “I am confident that her vision and leadership will not only strengthen our position in the industry but also elevate the experience we deliver to our members and the success we provide to our franchise partners around the world.”
Purpose Brands CEO Tom Leverton, who was appointed last November, highlighted Cody’s leadership experience and rich expertise in driving growth across global franchise systems, which includes C-suite roles at Burger King, McDonald’s, Panera Bread Company and AlerisLife.
“We are committed to empowering our brands with world-class talent like Lauren to deliver transformative value to our franchisees and members alike worldwide,” Leverton said. “I look forward to working with Lauren as we continue to build a culture of purpose and ensuring wellness services are accessible for everyone.”
Cody’s onboarding comes as Orangetheory launches a rebranding strategy focused on inclusivity, highlighted by its new campaign, “Every Reason is the Right Reason.” Along with updated messaging, the franchisor plans to gradually overhaul its studios with a warmer design.
New class concepts have also been introduced to Orangetheory’s offerings, including Strength 50, a strength-training class and Tread 50, a treadmill-based class.
“Staying fresh and relevant in fitness is critical,” David Chriswick, Orangetheory’s senior vice president of brand and communications, told Athletch News last month. “In-person group fitness has rebounded well since COVID, but the landscape has evolved: the category isn’t the same, there are new alternatives and consumer expectations have shifted.”
