Collective Wellness Group energises Orangetheory Fitness in Australia
Having sold 40 Orangetheory franchises since taking on the brand's master franchise earlier this year, the Collective Wellness Group (CWG), headed by Anytime Fitness Australia co-founder Justin McDonell, is looking to expand further.
Offering an innovative approach to group personal training, with workouts broken into intervals of cardiovascular and strength training, Orangetheory Fitness has become one of the world’s top fitness franchises.
Each fitness class is unique and changes daily with the same routine conducted around the globe.
Backed by the science of excess post-exercise oxygen consumption (EPOC), Orangetheory’s heart-rate-monitored training is designed to maintain a target zone that stimulates participants’ metabolism and increases their energy.
CWG Chief Executive Arthur McColl recently told Inside Franchise Business the new brand offers a different service than the 24/7 gym model, stating “at Orangetheory instructors will arrive 15 minutes early and ensure everyone joining the class feels welcome. There’s a huge element of customer service.”
McColl is confident both that Orangetheory and CWG’s other major fitness brand Anytime Fitness can sit side by side, adding “I didn’t want the brand to cannibalise existing business. I’ve got data to show the two could cohabit.
“We’ve just opened the first Orange Theory in Canberra and it was profitable on day one.”
Canberra’s Orange Theory Fitness studio is just a few hundred metres from the largest Anytime Fitness gym in Australia.
The two brands appeal to franchisees looking for different management techniques, and although McColl expects that there will be a big crossover of existing Anytime franchisees looking to take on the Orangetheory brand, the selection process will be stringent.
He highlights a distinct membership split across the two chains: Anytime Fitness has a predominantly male clientele and a $60-$70 monthly membership; Orangetheory is hugely popular with women who can buy a $235 premium membership or pay as they go.
Originating in the US and established in 10 different countries, the brand was previously operating in Australia under a different master franchise but had not scaled beyond three outlets.
McColl told Inside Franchise Business “I hope that potential franchisees will have confidence in the brand itself but see the benefits of being part of a bigger business with all the infrastructure.”
However, with Orangetheory gyms needing to be highly visible, McColl conceded that finding the appropriate properties will be a challenge.
Orangetheory franchises cost around $400,000.
Founded in 2015, the Collective Wellness Group oversees operations for Anytime Fitness Australia and Massage Envy's Australian business.
For more information go to www.collectivewellness.com.au/brands
Images: Arthur McColl (middle) and Justin McDonell (below).
McDonell was featured as one of the 20 most influential people in Australian leisure management in the January/February 2017 issue of Australasian Leisure Management.
30th April 2016 - ORANGETHEORY FITNESS SIGNS DEAL FOR 70 STUDIOS IN JAPAN
21st April 2016 - ORANGETHEORY FITNESS LOOKS FOR NEW AUSTRALIAN FRANCHISEES
20th April 2016 - LOWER WAGE COSTS BOOST PROFITABILITY OF 24/7 GYMS
27th April 2015 - ORANGETHEORY FITNESS TO OPEN FIRST AUSTRALIAN STUDIOS
23rd February 2015 - AUSTRALIAN GYM MARKET TO REACH SATURATION WITHIN FIVE YEARS
30th June 2014 - ANYTIME FITNESS LAUNCHES FITNESS MEDIA BUSINESS
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
Aflex Inflatables are the leaders for obstacle courses, pool toys, waterparks and land-based watersides and fitness runs. They are industry leaders offering the widest range of pool, lake and beach…read more
Swimplex Aquatics are a world-class company dedicated to the commercial pool, waterslide industry. We are Australian market leaders servicing all states Australia wide. Swimplex provide a full…read more
ATS are global leaders in altitude training and research. From mask systems and inflatable tents to simulated altitude facilities, we help all athletes gain the competitive edge. Our…read more
Summit Fitness Equipment is now part of NovoFit - see www.ausleisure.com.au/suppliers/novofit/read more
Ausfit began in 1992, providing software services to the health and fitness sector including ClubWise, a fully hosted web-based product which combines state of the art club management software,…read more
Hydrocare Pool Services Pty Ltd offer 30 years of experience in aquatic industry features, products and water treatment. Hydrocare Pools has undertaken water treatment for aquatic centres and…read more
As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as VIVATICKET Pty Ltd. Click here to view the VIVATICKET Pty Ltd listing. 19th July 2018 - ENTA…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!