Orangetheory® Fitness Opens Flagship Location in Manhattan

By: Orangetheory Fitness | 118 Shares 2,757 Reads

The first-of-its-kind studio features a retail store with top names in fitness apparel and accessories

March 23, 2022 // Franchising.com // ATLANTA - Atlanta-based Honors Holdings, LLC (Honors), the world’s largest franchisee of Orangetheory® Fitness studios, has opened the fitness brand’s flagship site in Manhattan’s Plaza District. The 6,800-square-foot studio is located at 715 Lexington Avenue.

The new two-story space, which is twice the size of a typical Orangetheory studio, has 16 stations with all new state-of-the-art equipment, including treadmills that have a top speed of 15 mph, which is well above most commercial machines. The space is also outfitted with the proprietary in-studio and wearable fitness technology Orangetheory is known for globally.

The new flagship is unique in that it features a street-level retail store, selling co-branded Orangetheory merchandise with partners including Lululemon, as well as apparel and accessories from other popular fitness brands such as Nike. The retail space features in-store digital signage including two 14-foot LED billboards – another first for Orangetheory Fitness - that helps create an immersive shopping experience for guests.

“We’re excited to bring Orangetheory’s transformative, science-backed workouts to Midtown Manhattan’s Plaza District,” says Jamie Weeks, founder and CEO of Honors Holdings. “We’re beyond grateful to have an incredible franchisor in Orangetheory Fitness. The commitment of their leadership is unparalleled, and we couldn’t have asked for a better partner as we navigated the process of opening a studio that will be the gold standard for years to come.”

Located in a desirable and heavily trafficked area of the city, the flagship will also serve as a key location for corporate happenings. On March 9, the brand hosted an exclusive event for national media to announce its partnership with world-renowned artist, DJ and producer Steve Aoki, offering guests a sneak peek of the forthcoming “All Out with Aoki” class series.

This is Honors’ fourth studio in New York City. The franchisee also operates locations at 51 Astor Place and 62 Crosby Street in Manhattan, and 485 Kings Highway in Brooklyn.

“As a franchisee, Jamie and his team embody the mission, vision and values Orangetheory was built upon,” says Dave Long, CEO of Orangetheory Fitness. “The Honors team proves time and again they are committed to providing a best-in-class experience for all of their members, and we couldn’t be happier that Jamie is at the helm of our flagship location.”

Honors owns and operates over 135 studios in Georgia, Kansas, Massachusetts, Nevada, New York, Oregon, Pennsylvania, Rhode Island, South Carolina, Tennessee, Virginia, Washington and Washington, D.C.

SOURCE Orangetheory® Fitness

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