David Long, chief executive of US-based franchise business Orangetheory Fitness, has revealed that the company plans to have 500 clubs in the US by 2017, while currently looking at opportunities in Australia, the UK and South America.

Speaking to Health Club Management (July 2012), Long said that the demand for specialised, boutique fitness services such as those offered by Orangetheory is only going to increase due to economic pressures on consumers.

"People are looking for more service and more value and for the majority of people who aren't self-sufficient in fitness, small group training studios can deliver the information and motivation they need," he said.

Long launched the first Orangefitness site in Ft. Lauderdale, Florida, in 2010 and has since grown the brand steadily across five US states ? Florida, Arizona, Colorado, Minnesota and New York.

The club's concept is based on combining group exercise with high-intensity interval training to deliver personal training-type results - at a lower cost for members.

The brand is owned and operated by Ultimate Fitness Group, set up in 2009 by Long, Jerome Kern (president) and Ellen Latham (chief fitness officer).

To read the full interview with David Long, click here for the July 2012 issue of HCM.