Purpose Brands

What Purpose Brands does

Purpose Brands Intermediate LLC is a privately held health and wellness franchising holding company headquartered at 111 Weir Drive, Woodbury, Minnesota. The company operates a portfolio of complementary franchise brands — Anytime Fitness (5,500+ clubs, nearly 5 million members across 40+ countries), Orangetheory Fitness (1,400+ studios across 20+ countries), The Bar Method (US, Canada, Japan), and Waxing the City — together with adjacent sub-brands Healthy Contributions and Provision Security. Across the portfolio, the company supports 7,000+ franchise locations, 6M+ members, and operations spanning 40+ countries on all seven continents. The legal entity references include Purpose Brands Intermediate LLC, Anytime Fitness Franchisor LLC, Ultimate Fitness Group LLC (Orangetheory), The Bar Method Franchisor LLC, Waxing the City Franchisor LLC, and Healthy Contributions SPV LLC.

Purpose Brands generates revenue primarily through franchise licensing fees and ongoing royalty streams paid by independent franchise operators; specific franchise fee schedules and royalty rates are not publicly disclosed. Distribution is exclusively through the franchise channel — independent franchisees own and operate individual studio and gym locations under each brand's separate US and global franchising programs. The company's go-to-market is therefore B2B-to-franchisee at the holding level, with consumer reach delivered through those franchisees.

The technology stack centers on the Orangetheory Fitness experience. OTconnect is described as a personalized workout technology platform combining expert coaching with workout customization, and is supported by OTBeat heart-rate monitors and integrations with Apple HealthKit, Google Fit, and the Evolt 360 body composition scanner. Consumer-facing mobile apps exist for at least one brand (Anytime Fitness references an on-app experience). SSO integrations include Facebook and Twitter/X. Purpose Brands describes its AI/ML posture as engagement with third-party organizations using rule-based machine learning frameworks for member engagement and retention, plus deidentified data analysis for workout program customization. The company maintains HIPAA-compliant handling of health data, with a published Notice of Privacy Practices effective July 16, 2025. No proprietary technology core stack is disclosed at the holding-company level, and no APIs, SDKs, or MCP endpoints are offered externally.

Name

Purpose Brands

Legal name

Purpose Brands Intermediate LLC

Website

https://purposebrands.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Purpose Brands Intermediate LLC is a privately held health and wellness franchising holding company that owns and develops franchise brands including Anytime Fitness, Orangetheory Fitness, The Bar Method, and Waxing the City, serving independent franchisees and 6M+ consumers across 40+ countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Woodbury

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Franchise Licensing and Royalty Fees: Purpose Brands generates revenue through owning and operating health and wellness franchise concepts. The company earns revenue from franchise fees paid by new franchisees as well as ongoing royalty or licensing fees from franchise operators. Each brand operates independently with its own franchise model.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Purpose Brands is a health and wellness franchise holding company that owns, develops, and supports a portfolio of complementary wellness franchise brands: Anytime Fitness (fitness clubs), Orangetheory Fitness (tech-enabled group cardio/strength workouts), The Bar Method (barre fitness), Waxing the City (professional waxing and beauty services), and Healthy Contributions. The company recruits and supports independent franchise operators who open and run individual locations globally, earning franchise fees and ongoing royalties, while franchisees deliver fitness, wellness, and beauty services to individual consumers.

Product overview

Purpose Brands is a health and wellness franchising company that operates multiple complementary fitness and beauty service brands. The portfolio includes Anytime Fitness (fitness clubs), Orangetheory Fitness (tech-enabled group workouts), The Bar Method (barre fitness), and Waxing the City (beauty services). Additionally, Healthy Contributions provides wellness-related services. The company unifies these brands under a shared franchise model, with Orangetheory featuring proprietary OTconnect technology for personalized workout experiences. The company serves nearly 5 million members across 7,000+ locations in 40+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• Anytime Fitness: The largest and fastest-growing fitness franchise in the world, serving nearly 5 million members at more than 5,500 clubs in 40+ countries. Delivers personalized health and wellness training, nutrition, and recovery guidance through in-club and on-app experiences.
• Orangetheory Fitness
• The Bar Method
• Waxing the City
• Healthy Contributions
• Provision Security

Products and services

• Anytime Fitness The largest and fastest-growing fitness franchise in the world, serving nearly 5 million members at more than 5,500 clubs across 40+ countries on all seven continents. Delivers personalized health and wellness training, nutrition, and recovery guidance for members through in-club and on-app experiences.
• Orangetheory Fitness A fitness franchise offering one-hour workouts that blend total body strength training and heart-pumping cardio, powered by OTconnect personalized technology and expert coaching to burn fat, build muscle, and deliver results. Operates 1,400+ studios across 20+ countries.
• The Bar Method A ballet-inspired barre workout franchise with elements of yoga and Pilates. Offers total-body toning, flexibility, functional mobility, and metabolism-boosting endurance through signature formats including Bar Method, Bar Strength, Bar Method Cardio, and Bar Restore. Locations in the US, Canada, and Japan.
• Waxing the City A beauty services franchise offering professional waxing services from brows to Brazilians, delivered by expertly-trained Cerologists using two custom-formulated waxes and a signature waxing technique.
• Healthy Contributions A wellness-related service brand operating under the Purpose Brands umbrella, providing health and wellness services to members.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability3 records

Feature1 record

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Life Time Group Holdings: Life Time (LTH) is a publicly traded premium fitness operator offering clubs, personal training, and wellness amenities. While it owns-and-operates most locations rather than franchising, it competes head-on with Anytime Fitness and Orangetheory for the same consumer fitness dollar.
• Equinox Holdings: Equinox is a privately held premium fitness, wellness, and lifestyle operator that also owns SoulCycle. While primarily premium-segment, its portfolio model and owned-operator structure make it a strategic comparable for Purpose Brands' high-end and boutique brands.

Direct peers

• F45 Training: F45 Training is a public functional-training fitness franchise competing directly with Orangetheory on group workout experiences. Its studio-based franchise model, global footprint, and tech-enabled programming make it a like-for-like comparable for the Orangetheory brand.
• Xponential Fitness: Xponential Fitness (XPOF) is a publicly traded multi-brand fitness/franchise holding company operating Club Pilates, CycleBar, StretchLab, Rumble, and Row House. It is the closest comparable to Purpose Brands' multi-brand wellness franchising model, though at meaningfully smaller scale.
• Crunch Fitness: Crunch Fitness is a hybrid owned/franchised fitness operator with hundreds of locations worldwide. It is a direct competitor in the value-to-mid-tier gym category and shares a membership-based club model with Anytime Fitness.
• Gold's Gym: Gold's Gym is a globally recognized fitness franchise with hundreds of company-owned and franchised locations. It competes directly with Anytime Fitness in the value-to-mid-tier gym segment and has historically been one of the largest fitness franchise brands worldwide.
• Planet Fitness: Planet Fitness (PLNT) operates the largest low-cost fitness franchise globally, with a member base measured in millions. It directly competes with Anytime Fitness on value-priced gym memberships and franchise-driven unit expansion.
• World Gym International: World Gym is an established global fitness franchise competing in the same mid-tier segment as Anytime Fitness. Its franchise-led international expansion model and brand heritage make it a relevant benchmark.
• Curves International: Curves is a long-standing women's fitness franchise with thousands of global locations. It shares the multi-brand, franchise-led, member-membership business model with Purpose Brands and targets adjacent consumer segments.

Emerging players

• Wellness Brands (Massage Heights): Massage Heights, owned by Wellness Brands, is a service-based wellness franchise operating under a similar franchisor holding-company thesis. While smaller and narrower in scope (massage/Wellness), it illustrates the multi-brand wellness franchising approach Purpose Brands is pursuing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/purpose-brands-llc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Purpose Brands