Orangetheory Fitness has appointed Carl Loredo as the new global president of the brand, replacing Lauren Cody. The executive, who previously led Pizza Hut in the United States, will spearhead the international expansion of the chain, which operates in Spain and plans to open smaller centres.
Orangetheory Fitness has appointed Carl Loredo as the new global president of the brand, replacing Lauren Cody. Loredo comes from Pizza Hut, where he presided over the company in the United States, and will take on the international leadership of the chain at a time of transformation in its model and acceleration of its growth, as reported by gymfactory.net.
The new global president will work alongside Stephanie Schon, who has held the presidency of the brand for the United States since May 2026, a position created to oversee operations in that market. Before his time at Pizza Hut, Loredo spent nearly a decade at The Wendy's Company, where he became the global marketing director, accumulating experience in brand development, innovation, and franchise management.
The choice of an executive with extensive experience in franchised networks aligns with Orangetheory's strategy to expand its international presence. The company has over 1,500 studios worldwide and operates in 25 countries, according to its franchise website.
So far in 2026, the chain has entered Italy with an agreement to develop four studios in the Rome area and has renewed its master franchise agreement in Japan, where it plans to add 86 studios and exceed a hundred centres by 2034. Additionally, Orangetheory is introducing smaller format studios, approximately 40% smaller than its traditional model, to reduce initial investment and operating costs in markets where price and availability of premises affect openings. This approach is also being considered for Spain.
In the Spanish market, the company remains active and is actively seeking new locations, both in areas where it already operates and in other selected regions, while continuing to attract candidates to develop franchises. For potential franchisees in Spain, Orangetheory requires €250,000 in liquid capital and a net worth of €500,000, as well as business experience and active participation in the management of the centre.
The appointment is part of a broader reorganisation of Purpose Brands, the parent company of Orangetheory. The group has brought in Oded Shein as the chief financial officer, coming from GNC, to replace Robert Gunkel, who was serving in an interim capacity. Additionally, Katin Keirstead has taken over the presidency of Waxing the City. Purpose Brands encompasses Anytime Fitness, Orangetheory Fitness, Waxing the City, The Bar Method, Healthy Contributions, and Provision Security, with 6.3 million members and $4.1 billion in revenue over the last twelve months across 45 areas on all seven continents.
You may also like
