{"id":147834,"date":"2026-01-22T12:06:52","date_gmt":"2026-01-22T17:06:52","guid":{"rendered":"https:\/\/athletechnews.com\/?p=147834"},"modified":"2026-01-22T21:46:14","modified_gmt":"2026-01-23T02:46:14","slug":"how-orangetheory-anytime-fitness-are-responding-to-the-glp-1-era","status":"publish","type":"post","link":"https:\/\/athletechnews.com\/how-orangetheory-anytime-fitness-are-responding-to-the-glp-1-era\/","title":{"rendered":"How Orangetheory, Anytime Fitness Are Responding to the GLP-1 Era"},"content":{"rendered":"
As more than half of GLP-1 users say medication alone isn\u2019t enough, Orangetheory and Anytime are adapting to a new type of member<\/h5>\n\n\n\n

The post-GLP gym member has arrived.<\/p>\n\n\n\n

It used to be that a new year brought a familiar scene: more greens in the fridge and packed gyms…for a few weeks, at least. That still happens, to a degree. But overall, the \u201cnew year, new you\u201d energy has softened. Marketing campaigns have shifted from \u201c30 days to abs\u201d to \u201cbuild this for life,\u201d and fitness challenges are starting later.<\/p>\n\n\n\n

Maybe it\u2019s because there\u2019s no longer a need to wait for Jan. 1 to spark change. Weight-loss medications work, and they work quickly.<\/p>\n\n\n\n

Not long ago, gym operators were openly wondering what weight loss medications would mean for their businesses. Would GLP-1s empty gyms? Would motivation disappear along with the pounds? Fast forward, and fitness industry leaders are either offering GLP-1s or redesigning programming to help members preserve and build lean muscle and develop long-term habits.<\/p>\n\n\n\n

But for all their effectiveness, GLP-1s don\u2019t seem to solve for what comes next. A new review from researchers at the University of Oxford found that once people stop taking GLP-1s, weight regain often begins faster than after ending traditional diet and exercise programs<\/a>.<\/p>\n\n\n\n

ATN caught up with cardio and strength fitness franchise Orangetheory<\/a> and gym giant Anytime Fitness to see how two very different models are responding, what they\u2019re hearing from members and how they\u2019re reworking coaching, programming and technology for the post-GLP era.<\/p>\n\n\n\n

For Orangetheory, It’s Mostly Business as Usual<\/strong><\/h2>\n\n\n\n

GLP-1s haven\u2019t forced a pivot at Orangetheory<\/a>, says Scott Brown, the brand\u2019s vice president of fitness. Instead, they\u2019ve reinforced its approach.<\/p>\n\n\n\n

\u201cPhysiology and behavior are interconnected, but they are not the same thing,\u201d Brown tells ATN. \u201cGLP-1s can influence appetite and body weight, but they don\u2019t teach consistency, confidence or how to manage stress and recovery. We are optimistic that GLP-1s can be a catalyst for change, but they don\u2019t change your environment.\u201d<\/p>\n\n\n\n

Orangetheory\u2019s own survey data backs that up. More than half of GLP-1 users say medication alone is not enough for lasting transformation.<\/p>\n\n\n\n

\u201cThat tells us people understand movement, strength and routine still matter,\u201d Brown says. \u201cOrangetheory has always focused on long-term health, strength and cardiovascular fitness. As more people explore medical interventions, the importance of resistance training and metabolic health becomes even more important.\u201d<\/p>\n\n\n\n

In Brown\u2019s view, sustainable change is most likely to emerge through right-sized goal setting, structure and repetition.<\/p>\n\n\n\n

\"woman
credit: Orangetheory Fitness<\/figcaption><\/figure>\n\n\n\n

He points to Orangetheory\u2019s Transformation Challenge<\/a> as evidence of that approach. Last year, participants averaged an 8.6% reduction in body fat and a 2.6% increase in muscle mass, according to the fitness franchise.<\/p>\n\n\n\n

\u201cFirst, people set an intentional goal, then build consistency, get coached and put in the work,\u201d Brown says. \u201cThe program thrives on the community, the staff and the coaches who support you through the ups and downs.\u201d<\/p>\n\n\n\n

While some gyms have leaned into a gym-as-a-clinic model, offering medical services such as GLP-1s, Brown stops short of saying Orangetheory will follow suit.<\/p>\n\n\n\n

\u201cAs the industry evolves, we\u2019ll continue investing in services and tools that support health, performance, longevity and adherence,\u201d he says.<\/p>\n\n\n\n

As for what that looks like in practice, Brown says the focus will remain on delivering strength, cardio and longevity in a personalized group format.<\/p>\n\n\n\n

Orangetheory\u2019s class lineup reflects that mix. Its signature Orange 60 workout adapts to each member\u2019s heart rate zones, with a goal of spending 12 to 20 minutes in the \u201cOrange Zone,\u201d or anaerobic range, to help boost metabolism and calorie burn after class.<\/p>\n\n\n\n

For members looking to dial in cardio performance, the brand offers Tread 50, a 50-minute treadmill-focused class designed to improve VO2 max, stamina and lower-body strength. On the strength side, Strength 50 zeroes in on building lean muscle, with programming aimed at improving muscular endurance, metabolic efficiency and overall power.<\/p>\n\n\n\n

He points to shifting consumer priorities as validation. \u201cSixty percent of Americans now cite longevity and healthy aging as a key fitness motivator<\/a>,\u201d he says, adding that \u201cmore than half prioritize building or maintaining strength and endurance.\u201d<\/p>\n\n\n\n

The emphasis, he says, is about delivering programming with intention.<\/p>\n\n\n\n

\u201cWe\u2019re refining how we use our ecosystem and data to support smarter training,\u201d Brown says. \u201cProviding more intelligence in and out of the workout helps our members and coaches adjust intensity with new capabilities to recognize the smaller, quicker and harder-to-detect improvements that are happening in every class they take.\u201d<\/p>\n\n\n\n

At the end of the day, Brown says it\u2019s not about going harder in a workout. It\u2019s about sticking with it.<\/p>\n\n\n\n

\"man
credit: Orangetheory Fitness<\/figcaption><\/figure>\n\n\n\n

\u201cPrograms end. Mindsets last,\u201d he says. \u201cThat\u2019s why consistency matters more than intensity. When people focus on how movement makes them feel and function with an eye on their future self, they can stay engaged long enough for the physical results to follow and the behaviors to solidify.\u201d<\/p>\n\n\n\n

Anytime Leverages Tech, Education To Help Members<\/strong><\/h2>\n\n\n\n

Anytime Fitness<\/a>, a gym franchise with nearly five million members, is seeing that shift firsthand. Like Orangetheory, the brand sits under the Purpose Brands umbrella and says the fitness category is moving beyond aesthetics toward emotional well-being and long-term behavior change.<\/p>\n\n\n\n

GLP-1 adoption, meanwhile, has already changed the tone of conversations inside its clubs, according to Mitchell Keyes, Anytime Fitness\u2019 global vice president of operations.<\/p>\n\n\n\n

\u201cMany members now come in with different physiological needs, performance expectations and long-term goals,\u201d Keyes says. In response, he adds, the company has prioritized education for owners, coaches and staff so they can better support members around strength training, nutrition and recovery.<\/p>\n\n\n\n

He also points to internal research showing that nearly 50% of GLP-1 users already have a gym membership. Among those who don\u2019t, they\u2019re twice as likely as the general population to express interest in joining.<\/p>\n\n\n\n

\u201cThat reinforces the idea that medication doesn\u2019t replace fitness \u2014 it reframes how people engage with it,\u201d he says. \u201cIn response, we\u2019re developing more holistic programming anchored in our three core pillars \u2014 training, nutrition and recovery \u2014 with a strong emphasis on lean muscle preservation, metabolic health and long-term functionality.\u201d<\/p>\n\n\n\n

\"woman
credit: Anytime Fitness<\/figcaption><\/figure>\n\n\n\n

In another effort to support members, Keyes adds that nearly every U.S. Anytime Fitness now features Evolt body composition scanners, giving members actionable health insights beyond weight alone. The data allows Anytime Fitness coaches to build customized training plans that live in the Anytime Fitness app for 24\/7 access.<\/p>\n\n\n\n

\u201cIn 2026, we\u2019re expanding the app\u2019s training and nutrition functionality to further integrate the digital and in-club experience,\u201d he adds.<\/p>\n\n\n\n

Also in the pipeline is a major investment in club remodels across the U.S. to make training, nutrition guidance and recovery offerings more visible and accessible the moment members walk in.<\/p>\n\n\n\n

\u201cRecovery is a strategic pillar for us,\u201d Keyes says. \u201cFrom infrared and red-light saunas to percussion and compression tools\u2014and even physical therapy partnerships\u2014we\u2019re building a more comprehensive recovery ecosystem inside our clubs.\u201d<\/p>","protected":false},"excerpt":{"rendered":"As more than half of GLP-1 users say medication alone isn\u2019t enough, fitness giants Orangetheory and Anytime are adapting to a new type of member.","protected":false},"author":43,"featured_media":138526,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"disable_comments":false,"pmpro_default_level":"","tpd_franchise_content":"","hide_featured_img_single_post":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"tpd_featured_video":[],"tpd_sponsored_post_logo":"","tpd_sponsored_post_logo_link":"","tpd_sponsored_post_logo_width":0,"tpd_sponsored_enable_nofollow":true,"tpd_disable_incontent_ads":false,"tpd_disable_right_rail_ads":false,"tpd_disable_after_content_ads":false,"tpd_disable_header_ads":false,"tpd_disable_sticky_footer_ads":false,"tpd_disable_video_ads":false,"tpd_disable_outbrain":false,"tpd_affiliate_disclaimer":[],"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5336],"tags":[235,82,4317,206,5320],"post-options":[],"vertical":[],"coauthors":[4135],"class_list":{"0":"post-147834","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-longevity","8":"tag-anytime-fitness","9":"tag-boutique-fitness","10":"tag-glp1","11":"tag-gyms","12":"tag-orangetheory","13":"pmpro-has-access"},"acf":[],"featured_media_url":"https:\/\/athletechnews.com\/wp-content\/uploads\/2025\/09\/OTF-Lifting.jpg-1-1180x787.webp","author_name":"courtney-rehfeldt","author_avatar":"https:\/\/athletechnews.com\/wp-content\/uploads\/2021\/08\/cropped-DSC_7858-scaled-1-96x96.jpg","primary_category":{"term_id":5336,"name":"Longevity","slug":"longevity","taxonomy":"category","url":"https:\/\/athletechnews.com\/category\/longevity\/"},"yoast_head":"\nHow Orangetheory, Anytime Fitness Are Responding to the GLP-1 Era - 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