Purpose Brands, LLC
Vice President International Operations, Orangetheory Fitness
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Vice President International Operations, Orangetheory Fitness
Vice President of International Franchise Operations
About the Role As the Vice President of International Franchise Operations, you will drive the holistic brand experience and unit economics in international markets. You will play a pivotal role in identifying opportunities to enhance unit economics, holistic studio sales growth, member acquisition, member experience, and product expression while cultivating strong relationships with franchise partners and their teams.
Collaborating closely with the leaders of the International Purpose Brands Business Teams, your responsibilities include supporting the continued growth of existing franchise partners as well as securing sustainable growth for the brand.
Purpose/Impact: Duties & Essential Functions
This role will have a measurable impact at a Global scale on the health of consumers and the success of entrepreneurial franchisees as part of the largest global studio fitness brand, Orangetheory Fitness. Your contributions will shape a healthier consumer ecosystem and set franchisees up for sustained success.
Key Expectations
- Develop a comprehensive multi-year strategy and execution plan for member experience, brand expression, and studio-level growth and profitability.
- Strengthen operational processes and playbooks to drive greater member acquisition, engagement, and retention.
- Develop and execute strategies for identifying, evaluating, and democratizing best practices within:
- Coach training & compensation
- Class scheduling and utilization
- Member engagement & retention
- Lead generation
- New join growth
- Conduct competitive research and analysis on industry developments and best practices in studio fitness operations.
- Collaborate with cross-functional teams (legal, finance, operations, marketing) to develop support systems and disseminate best practices for SSS (same-store sales), profitability, consistent brand standards, and operational excellence.
- Prepare regular reports and presentations for senior leadership on international franchisee operational performance metrics and growth opportunities.
- Share domestic best practices from Orangetheory’s operations departments with master franchisees across international franchise units.
Key Relationships
Direct & Indirect Team Support
- Manage a team of 4–5 individuals comprising:
- 3 regional directors
- 1–2 junior operations specialists
- Work alongside global support functions:
- Global brand marketing
- International development
- Franchising & franchise sales teams
- Global performance management & product development
Strategic Liaisons
- Serve on the Orangetheory global leadership team.
- Collaborate closely with domestic operations teams and other global brand functions.
- Engage with the Purpose Brands shared services platform.
- Work hand-in-hand with international development leadership, including:
- Executive Vice President (EVP) International Growth
- Orangetheory Fitness VP of International Franchise Development
- Lead and support master franchisees and, in some cases, individual franchisees in achieving holistic growth, development, and success.
Skills & Proficiencies Required
Core Leadership & Business Acumen
- Strategic thinker with a result-oriented mindset and a passion for driving large-scale business growth.
- Strong strategic and tactical skills in planning, communication, and global-scale execution.
- Ability to assess market opportunities, risks, and challenges to craft effective international expansion strategies.
- Proven track record for operational leadership in franchise settings, particularly in international markets.
- Self-motivated with a capacity for independent judgment, accountability, and high performance in fast-paced environments.
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Stakeholder & Adaptive Management
- Excellent communication & negotiation skills, adept at building rapport and influencing key stakeholders.
- Aspires to motivate high-performing teams and solve critical problems with a structured, logical approach.
- Emotionally intuitive, capable of recognizing and anticipating organizational/cultural needs with empathy.
- Willing to take calculated risks to seize profitable opportunities for global franchise growth.
Domain Expertise
- In-depth understanding of:
- International business practices, market dynamics, regulatory environments, and cultural nuances across regions.
- Studio fitness market dynamics, including competitive analysis and best practices in product and operational processes.
- Studied or professional background in health, wellness & fitness industry preferred.
Relational Capacity
- Ability to collaborate seamlessly with VP International Franchise Development to align efforts across programs.
- Multi-brand franchise experience with an international focus strongly preferred.
Background & Qualifications
- Education
- Minimum: Bachelor’s degree (preferred: Master’s) in Business Administration, International Business, or related field.
- Experience
- Minimum 10 years of hands-on experience in franchise operational leadership, with a focus on:
- Studio-level revenue and profitability growth (particularly 4-wall optimization).
- Membership sales, engagement, and referrals.
- Member experience and satisfaction.
- Local partnership creation and global franchise operational growth.
- Preference for extensive experience across multi-brand franchises within the international landscape.
- Minimum 10 years of hands-on experience in franchise operational leadership, with a focus on:
Cultural & Relational Fluencies
- Strong cultural awareness and sensitivity for operating in diverse international markets.
- Prior experience working with global teams and multicultural clients.
- Ability to thrive in fast-paced, dynamic environments, with a balance of accountability and autonomy.
Additional Requirements
Travel & Operational Flexibility
- Role requires significant international travel (including solo trips).
- Some travel may occur over weekends and holidays.
- Will require work beyond the standard 8 a.m.–5 p.m. hours, including hosting clients/clients during evening events.
Travel & Travel Compliance
- Must be able to obtain, maintain a valid passport, and secure required visas for new/existing global markets.
- Primary office/duty location: Europe, with a preference for self-based locations in Spain or the United Kingdom.
Competitive Benefits & Compensation Package
Purpose Brands offers one of the most comprehensive and rewarding compensation and benefits programs in the industry.
Core Benefits
| Category | Details |
|---|---|
| Salary | Market-leading compensation package. |
| Healthcare | Medical, Dental, and Vision Coverage (comprehensive plans available). |
| Hybrid Work Model | Remote optional Fridays; on-site Mondays–Thursdays (locations: FL, MN, WA). |
| Time Off | Unlimited PTO + paid holidays. |
| Retirement Planning | 401(k) Savings Plan with 4% matching. |
| Wellness Perks | 10 sessions of coaching/therapy annually. |
| Flexibility Policies | Flexible Fridays (Memorial Day–Labor Day). |
| Lifestyle Support | Life & disability insurance. |
| Fitness Access | Brand discounts & travel reimbursements. |
| Development | Unlimited professional development opportunities. |
| Community & Engagement | Team-building, employee engagement activities. |
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Work Schedule & Commitment
The Purpose Brands hybrid work model consists of:
- Remote (optional on Fridays)
- In-office days: Monday–Thursday for regional hybrid office locations (Boca Raton, FL; Woodbury, MN; Seattle, WA).
Diversity, Equity & Inclusion Statement
Our company culture embraces diversity, equity, and inclusion (DEI) as essential values, driving:
- Sustainable work environments where learning, growth, and empowerment are continuous.
- Support for a diverse franchise network.
- Engagement, membership servicing, and community uplifting.
At Purpose Brands, equality of opportunity is guaranteed for all candidates, regardless of their background or personal characteristics:
- Race
- Color
- Creed
- Religion
- Gender
- Age
- Sexual orientation
- National origin
- Disability
- Veteran status
We will not tolerate discrimination or harassment of any form.
About Purpose Brands LLC
Mission: To make personal health and wellness accessible worldwide.
Portfolio: $3.7 billion+ in annual revenue, operating across 50 countries and all seven continents. Brands include:
- Anytime Fitness
- Orangetheory Fitness
- Waxing the City
- The Bar Method
- Healthy Contributions®
- Provision Security
Core Commitments:
- Propel the global wellness sector through world-class franchise operations.
- Drive exceptional member experiences and rapid growth.
- Empower franchisees, consumers, and employees through purpose-driven experiences.
Our Pillars: ✊ People – Fostering a solid, inclusive community. ✳️ Purpose – Guided by meaningful client impact. 🎯 Performance – Driven by data-led excellence. 🏀 Play – Cultivating joy and movement.
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