The Fitness Industry Veteran will Oversee the Franchisor’s Expansion Initiatives and International Studio Portfolio
Orangetheory Fitness, a leading fitness franchisor, announced Jason Dunlop as its new international president. With this role, the fitness industry veteran will oversee Orangetheory’s expansion initiatives and international studio portfolio. According to a press release from Orangetheory, the fitness franchisor has had a busy year expanding with locations in China, New Zealand, Saudi Arabia, Denmark, Spain, and Poland. Orangetheory also opened its first location in France and plans to open more in North and South America, Europe, Asia Pacific, and the Middle East.
“I have been fortunate to spend my career leading global development and strategies for some of the world’s most recognizable brands, and I am excited for the international growth potential I see at Orangetheory Fitness,” Dunlop said in a statement. He adds that he looks “forward to working to advance Orangetheory’s strategic business goals, while introducing more people globally to the brand’s unique and cutting-edge fitness approach.”
Dunlop hopes to make a difference with his work in the fitness industry. “I wanted to work with a purpose, making a difference in people’s lives, and have the opportunity to combine a passion with a profession, especially after a pandemic,” he said. Dunlop has first-hand experience of the benefits of Orangetheory’s fitness approach. While suffering from long Covid, Dunlop found that the fitness franchise’s Heart Rate Monitor tracking accelerated his road to recovery. “I believe in this post-pandemic world that health and fitness are in-demand and being part of a community like Orangetheory makes it fun!”
The fitness franchisor’s leadership team looks to further the brand’s growth with the addition of Dunlop. “As Orangetheory Fitness continues to grow as a leader in the fitness and wellness category, Jason Dunlop was the clear choice to help lead us in our mission to spread ‘More Life’ across the globe,” said Dave Long, co-founder and chief executive officer of Orangetheory. “With Jason’s history of success, we know he has the vision and skills to champion our international efforts – we welcome him to the Orangetheory Fitness team.”
Dunlop and Fitness Franchising
Dunlop’s first experience in franchising was with The Body Shop, a retailer of bath and beauty products. His favorite aspect of the industry is owning a business for a brand that you believe in and making it successful. Before joining Orangetheory, Dunlop served as global president at CrossFit. During that time, he led CrossFit’s global affiliate team, education and sports division. Additionally, Dunlop was senior vice president at Canada Goose, a Canadian-based clothing manufacturer. In this role, Dunlop was responsible for sales across all of the brand’s international channels.
While working at Starbucks as senior vice president and chief operating officer, Dunlop restructured the coffee brand to offer a licensing model. He also worked at Nike by managing the brand’s direct-to-consumer and franchising businesses in Europe, the Middle East and Africa.
For franchisors considering going international, Dunlop suggests protecting the global brand while localizing it with a consumer-centric approach. “Having a great product and making the consumer your priority is key. Therefore, the coach is key, as they attract new members, retain them, and help grow the brand.”