Fit for Life, a leader in fitness equipment and accessories, announced a licensing agreement with Orangetheory Fitness, one of the world’s leading fitness franchises and a brand within Purpose Brands, to develop and distribute a comprehensive line of branded fitness accessories and training equipment.
As consumers increasingly prioritize long-term health, strength and overall well-being, Orangetheory Fitness and Fit for Life are partnering to extend the Orangetheory experience beyond the studio. The new product collection will include a range of training accessories designed to support members’ fitness journeys wherever they choose to train.
“Orangetheory is one of the most recognized and respected brands in fitness, with a passionate member community and a proven approach to helping people achieve results,” said Joey Shamah, co-founder and CEO of Fit for Life. “We’re excited to partner with Orangetheory and Purpose Brands to create innovative products that complement the Orangetheory workout experience and bring the brand into consumers’ everyday lives.”
Fit for Life is a leading developer and marketer of fitness and wellness products, with a portfolio that includes some of the industry’s most trusted brands. Through its expertise in product development, sourcing, and retail distribution, Fit for Life will help extend the Orangetheory brand beyond the studio, creating new touchpoints for consumers and expanding the brand’s presence across retail and digital channels ahead of the Q1 2027 launch.
“At Orangetheory, we’re constantly looking for ways to help our members stay connected to their fitness goals beyond the studio,” said Lauren Maffei, senior director, business development and partnerships at Purpose Brands. “Partnering with Fit for Life allows us to offer high-quality products that reflect our commitment to helping people build fitness for life through a balanced approach to strength, cardio, coaching and community. We’re excited to provide members with new ways to stay connected to their goals both inside and outside the studio.”
The partnership supports Orangetheory’s continued commitment to helping members lead healthier, more active lives while expanding the brand’s presence in the fitness accessories category. The first collection of Orangetheory-branded products is expected to launch in Q1 2027, featuring a range of training accessories designed to support members both inside and outside the studio. The collection will be available through select retail partners, Orangetheory channels and e-commerce platforms, bringing the brand experience beyond the workout and into consumers’ everyday wellness routines.
