282. Tom Leverton, CEO of Purpose Brands

Fitt Insider

Apr 01, 2025•30 min

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Episode description

Today, I'm joined by Tom Leverton, CEO of Purpose Brands.

The product of the recent merger between Self Esteem Brands (Anytime Fitness, Bar Method, Basecamp Fitness, and more) and Orangetheory Fitness, Purpose Brands is a health and wellness supergroup serving 6M+ members.

In this episode, we discuss integrating two fitness powerhouses to create a global ecosystem.

We also cover:

• Strategies for international franchise expansion
• Using tech to enhance member experience and results
• Balancing individual brand identities while building synergies

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Anytime Fitness - https://www.anytimefitness.com/
Orangetheory Fitness - https://www.orangetheory.com/
Bar Method - https://barmethod.com/
Basecamp Fitness - https://www.basecampfitness.com/
Waxing the City - https://www.waxingthecity.com/
Stronger U - https://strongeru.com/

The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions for fitness and health facilities.

Fitt Talent: https://talent.fitt.co/
Consulting: https://consulting.fitt.co/
Investments: https://capital.fitt.co/

Chapters:
(00:00) Introduction
(01:45) How Purpose Brands came together
(02:45) Tom's background and interest in health & wellness
(04:45) Managing the integration of two fitness companies
(06:15) Finding synergies and testing new membership models
(08:30) White space opportunities and international expansion
(10:30) Evolving Orangetheory programming
(13:15) Expanding modalities and potential acquisitions
(14:30) Incorporating nutrition and holistic wellness services
(16:30) Technology integration and fitness wearables
(19:30) Creating a global fitness platform with purpose
(21:30) The importance of founder-led culture
(23:15) Tom's leadership approach and integration priorities
(26:30) Future initiatives and growth priorities
(28:45) Conclusion

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