Purpose Brands to Open 2,500 New Gyms by 2030
Investors and potential franchisees should note the firm's plans to scale its global portfolio to 10,000 total locations.
Updated on Oct. 21, 2026 in Openings & Closings
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Purpose Brands plans to open 2,500 new gyms by 2030, targeting international expansion to boost its total portfolio to 10,000 locations. This growth strategy aims to scale the company's membership base from 6 million to 10 million people.
Why it matters
The company is betting on sustained international demand to capture a larger share of the $142 billion fitness industry. This aggressive rollout depends on recruiting new franchisees to fund the significant capital requirements of building out new gym locations.
Purpose Brands currently operates 7,500 gyms with $4.1 billion in annual sales, aiming for 10,000 gyms and $5 billion to $6 billion in revenue by 2030. Each new location requires a $42,000 franchise license and between $500,000 and $900,000 in build-out costs.
The players
Purpose Brands
A Woodbury, Minnesota-based fitness company that operates Anytime Fitness and Orangetheory Fitness.
Anytime Fitness
A global fitness gym chain operating under the Purpose Brands portfolio.
Orangetheory Fitness
A boutique fitness gym chain operating under the Purpose Brands portfolio.
The details
Purpose Brands utilizes a franchise-led model for Anytime Fitness and Orangetheory Fitness to scale its footprint. To meet its 2030 targets, the company is actively recruiting international partners, following executive scouting trips to China and meetings with prospective franchisees from Italy and Kuwait. Franchisees shoulder the capital-intensive build-out costs for each site, while the company provides the brand and operational framework to penetrate new markets.
Timeline
Spring 2026: Company executives traveled to China to scout expansion opportunities.
October 2026: Leadership hosted potential franchisees from Italy and Kuwait.
2030: Target deadline for reaching 10,000 gyms and $5 billion to $6 billion in annual sales.
Market Landscape
Purpose Brands' strategy follows the broader trend of major fitness chains seeking growth in emerging international markets. This expansion effort is designed to capture a larger share of the $142 billion global fitness industry.
Operators considering franchise investment should weigh the $500,000 to $900,000 build-out commitment against the brand's ability to maintain membership growth in new regions. Prospective franchisees must evaluate local saturation levels before committing to the $42,000 licensing fee.
The takeaway
Rapid scaling of fitness concepts requires disciplined franchisee recruitment and careful site selection to manage high capital intensity. Prospective operators should track Purpose Brands' progress toward its 2030 membership goal as an indicator of whether international demand matches the firm's projections.
Further reading
Find more industry expansion news in our Openings & Closings section.
Source note: This article includes information reported by Star Tribune.
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