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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.
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