Purpose Brands – the company formed via the merger of Orangetheory Fitness and Self Esteem Brands – has appointed Lauren Cody as brand president of Orangetheory Fitness.

Starting on 27 January, Cody brings more than 25 years of executive leadership experience with large multi-unit franchise brands across diverse customer-facing industries to the role.

She has held C-suite roles at top brands in the restaurant and healthcare industries, including Burger King, McDonald's, Panera Bread Company and AlerisLife. Currently she serves on the board of directors for Swenson's Drive In and Domino's Pizza in Norway and is a member of Abbott Laboratories' advisory panel for brand communications.

"The science-backed, technology-driven approach that Dave and the team have refined over the years has truly set Orangetheory apart," said Cody.

“Combined with our global community of passionate franchise owners, I'm confident Orangetheory is positioned to seize the moment. We have an incredible opportunity to drive innovation and growth; I look forward to further elevating the member experience, expanding our partnerships with franchisees worldwide and working with the wider talented team at Purpose Brands to build on this momentum."

Tom Leverton, CEO of Purpose Brands, says: "Lauren's exceptional leadership experience, combined with her expertise in driving growth across global franchise systems, aligns perfectly with our vision for the future of Orangetheory Fitness in our brand portfolio.

“We're committed to empowering our brands with world-class talent such as Lauren to deliver transformative value to our franchisees and members alike worldwide. I look forward to working with Lauren as we continue to build a culture of purpose and ensuring wellness services are accessible for everyone."

Orangetheory co-founder and CEO, Dave Long, will become co-chair of the Purpose Brands board, where he will be strategic advisor to the Orangetheory brand leadership team.

Long says this marks the start of an exciting new chapter: "I'm confident Lauren's vision and leadership will not only strengthen our position in the industry, but also elevate the experience we deliver to our members and the success we provide to our franchise partners around the world."

Purpose Brands has 7,000 franchise locations with six million members across 50 countries and territories on all seven continents. With the company focused on growing its international presence, the company says Cody's stakeholder alignment will play a key role in advancing both the brand and the member experience.