Orangetheory Fitness is introducing Studio OTF, a next-generation studio format engineered to elevate the workout experience for members while significantly boosting return on investment (ROI) for franchise operators.

Canada will serve as the premier launchpad for the global rollout, with three initial leases already signed across Ontario (North London and Markham) and Quebec (Ahuntsic) scheduled to open in Q1 2027.

What’s New with Studio OTF?

Developed in collaboration with design agency Livit, Studio OTF rethinks the brand layout “from the studs out” to deliver maximum performance across a smaller, more agile footprint:

• 40% Smaller Footprint: Ranging between 1,800 and 2,100 sq. ft.(167–195 sq. m), the streamlined layout reduces real estate and upfront buildout costs without sacrificing workout floor capacity.
• Climate- & Community-First Design:Specially adapted for northern climates, new builds feature dedicated entrance areas for coats and wet footwear, alongside reconfigurable community seating, intro stations for first-timers, and premium washroom facilities.
• Next-Gen Equipment & Tech:Studios feature connected rowers, social media walls, and automated operational technology designed to reduce overhead and enable lean staffing.
• Evolved Workout Programming:The launch pairs with the rollout of Orangetheory Strong, bringing added focus to progressive strength training (cable machines, heavier weights, digital rep/weight tracking) and integrated recovery tools.

Why the Shift Matters for Franchisees & Expansion

Parent company Purpose Brands is positioning Studio OTF as a scalable growth vehicle:

Strategic Benefit	Impact
Real Estate Flexibility	Unlocks dense, high-cost urban centers and smaller suburban markets previously unviable for standard footprints.
Lower Capital Barrier	Reduced construction costs and square footage lower entry hurdles for new operators.
Optimized 4-Wall Economics	Automation and purposeful floor design increase margin efficiency per square foot.

“Studio OTF isn’t just a new look. It’s proof that we’re built to grow, anywhere the opportunity takes us.”

— Orangetheory Fitness Canada