Orangetheory’s X factor

Life-changing. Addicting. Intense. These are just a few words that have been used to describe Orangetheory, the million-dollar fitness academy that has taken the world by storm. In just eight years, it has amassed a million members, expanded to over 1,100 locations around the world, and has crossed a threshold that very few businesses manage to reach: exceeding $1 billion in revenue in a single year. But what is Orangetheory? And what fueled its ability to scale in an industry that is so full of competition?

In this Peak Performance podcast, we are bringing you to Business Mastery, where you have a front-row seat at the Masters of Disruption panel. At this panel, Tony spoke with Ellen Latham, the creator and co-founder of Orangetheory Fitness. You’ll also hear a bit from Danny Meyer, founder of Union Square Hospitality Group and creator of Shake Shack, as he participates in the panel, and asks Ellen a question toward the end.

What is Orangetheory?

Orangetheory is a fitness studio known for its science-backed, technology-tracked, coach-inspired workouts. Orangetheory provides heart rate-based workouts, built around the physiological concept of excess-post-exercise oxygen consumption, or EPOC, where the body continues to burn calories at a higher rate even after the workout is over.

At its core, Orangetheory is a one-hour, full-body workout that can be modified for any fitness level or restriction. It’s been hailed as a plateau-busting workout, and it was one of Forbes’ “Fastest Growing Woman-Owned Businesses” in 2017. But it is also a community. Orangetheory aims to personalize fitness, with attention, coaching and camaraderie you may not get at a bigger gym.

Who is Ellen Latham?

Ellen Latham is a physiologist, fitness trainer, entrepreneur – and a determined and focused businesswoman. Ellen started Orangetheory at age 43 during a tough time in her life. She was fired from her dream job. She was a single parent with a nine-year-old son. She felt panicked. But then she remembered a lesson she learned from her father, a phys ed teacher in Niagara Falls, New York: Focus on what you have, instead of what you don’t have.

Ellen focused on her Pilates certification. She began soliciting spinning clients at her gym to come to her Pilates class. Then she opened her own studio. She added a room to that studio that became the foundation for Orangetheory. And the rest is history.

Creating a massive breakthrough