Orangetheory Fitness has announced its London studios will be spearheaded by WIT Fitness co-founder and fitness entrepreneur, Dan Williams, following the acquisition by London-based boutique operator, Digme Fitness.
The landmark partnership adds to Digme’s four studios in London, and is a continuation of Orangetheory Fitness’ strategy for international growth, expanding its 1500+ strong global studio base by empowering local franchisees to drive expansion within their territories.
Leading the acquisition and long-term strategic direction for Orangetheory London will be Dan Williams, co-founder and former CEO of WIT Fitness.
In leading the integration and long-term strategy for Orangetheory London, Williams brings with him a wealth of experience and knowledge in the London fitness scene, as Orangetheory seeks to expand its UK studio base with 20 new sites by 2026 through a combination of owned and franchised studio openings.
Orangetheory London currently operates four studios, in Fulham, Wandsworth, Islington and Bromley, with a membership base of over 1,200. Following the acquisition, alongside Digme CEO Geoff Bamber, Williams intends to expand with four more studio openings before the end of 2025.
Since its founding, through a combination of corporate and franchisee investment, studio capital, marketing investment, operational costs and corporate support, Orangetheory has spent over $30 million in the UK to grow franchise opportunities.
As a result, it is now one of the world’s fastest-growing franchise companies – with the UK a cornerstone for continued international growth strategy.
Even as global expansion continues, Orangetheory’s key priority is a consumer-centric approach that prioritises the localisation and community of individual studios.
Williams’ involvement and strategic vision mirrors the approach. “The reason Geoff, myself and the Digme team were so attracted to this partnership is that Orangetheory appeals to a broad audience, being one of the most accessible options for anyone, regardless of where they are in their fitness journey.
From what we’ve seen of the brand’s success globally and here in London, through a combination of its training style, coaches and community spirit – it genuinely changes lives.” Dan Williams explains.
CEO and Co-founder of Orangetheory Fitness, Dave Long agrees, “We are very excited about the partnership with Dan Williams and the team at Digme.
London is a prime market and the community response fuels our motivation to expand in and outside the city. With our proven track record in 24 countries, and with Dan’s extensive experience in the fitness industry, we feel confident about our expansion plans in this market.”
Franchising will remain a key component in the expansion plans and is a direction Geoff Bamber, CEO of Digme Fitness supports, “It’s great to be working alongside Dan to secure this acquisition and we’re certainly looking forward to his support in building out the Orangetheory business here in London.
As well as looking to open more owned Orangetheory studios, we’ll also be looking to expand via more franchised studios.
We are therefore looking for entrepreneurs and influential fitness lovers, looking to pursue franchise opportunities, to come on board and open their own studios.”
The total initial investment required to begin operating an Orangetheory franchise starts at £415k.