First Look: Orangetheory Fitness opens first-of-its-kind flagship

Orangtheory Fitness’s new flagship comes with an added offering.

Atlanta-based Honors Holdings, the world’s largest franchisee of Orangetheory Fitness studios, has opened a flagship in Manhattan. The two-story, 6,800-sq.-ft. space, which is twice the size of a typical Orangetheory studio, is the brand’s largest studio in the world.

It also is unique in that it features a street-level retail store, selling co-branded Orangetheory merchandise with partners including Lululemon. It also sells 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 that are designed to create an immersive shopping experience.

The flagship boasts 16 stations with state-of-the-art equipment, including treadmills that have a top speed of 15 mph. The space is also outfitted with the brand’s proprietary in-studio and wearable fitness technology. Orangetheory offers a science-based, full-body workout that uses technology to measure performance so members can track their performance. 

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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.

“We’re beyond grateful to have an incredible franchisor in Orangetheory Fitness,” said Jamie Weeks, founder and CEO, Honors Holdings. “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.” 

Honors owns and operates more than 135 studios in Georgia, Kansas, Massachusetts, Nevada, New York, Oregon, Pennsylvania, Rhode Island, South Carolina, Tennessee, Virginia, Washington and Washington, D.C. Honors also supports more than 45 sub franchisee locations across seven markets as an area representative for the franchisor.

“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.”

Orangetheory franchisees have opened more than 1,450 studios in all 50 U.S. states and over 25 countries.