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Ellen Latham & Orange Theory Fitness Featured on NextFitness.com
Published on 30 June 2010
ELLEN LATHAM IS NOT NEW TO THE FITNESS INDUSTRY...
...and she’s absolutely not an overnight sensation. She’s been in the industry for 30+ years and has had an incredibly successful career as trainer, manager, speaker and owner. She has managed some of the top resort fitness centers in south Florida (Bonaventure, Eden Roc), and in her role as a TV correspondent and contributor to the Miami Herald newspaper, she has taught and inspired her community to live healthier, fitter lifestyles. Throughout her career, she’s inspired a great number of clients and trainers...and she’s very well known throughout all of South Florida. Professionally, she’s had quite a career.
So what qualifies an industry veteran like Ellen to be listed as a “who’s next”?
To be more accurate, Ellen is the “who” behind the “what’s next”. Normally, Ellen provides the inspiration, but this time, it was she who was inspired. Inspired partly by the fitness demands of the 40+ demographic and partly by the time-challenged business person - Ellen created the “ultimate workout” consisting of an ever changing 1 hour class that incorporates cardio intervals, suspension training, rowing and weight training. The classes are drawing everyone from the 40+ moms, business professionals and professional athletes. They have even introduced “Orangetheory Kids” classes for ages 7-12.
How’s the response? Amazing. Both for her members, who are thrilled with the changes they are seeing (one member lost 48 pounds in 6 weeks during a recent fitness challenge), and for the group of investors that are now turning Ellen’s Ultimate Workout into it’s own franchise called Orangetheory Fitness. Why Orange? Because in color theory, orange is the color of energy, it’s stimulating.
The first Orangetheory recently opened in South Florida in March of 2010 and has exceeded all expectations. Barely open for four months, they are already running more than 50 classes per week, with most classes filled to max capacity. The results are great, and the demand is impressive. So impressive, that Ellen is receiving franchise inquiries from all over the US and even internationally. Handling the franchise side of the business is David Long and Jerome Kern of The Ascente Group. (ascentegroup.com) David and Jerome (founders of The Ascente Group) are also heavily involved in two other rapidly growing franchises you may be familiar with: European Wax Centers and Massage Envy, which was named one of Entrepreneur Magazines “Fastest Growing Franchises” in 2009.
Why all the excitement?
Ellen and Orangetheory seem to be adeptly tapping into two of the strongest trends we’re seeing around the country: group circuit training and high-intensity intervals. Individually, both concepts have been around for years, but could Orangetheory be the beautifully packaged concept that pushes both ideas into the mainstream? Are we seeing the tipping point of personal training moving away from 1 on 1 to a focus on group circuit?
High intensity interval training is quickly gaining favor and attention (once again) due to it’s ability to deliver incredible results in much less time, partly due to the calorie devouring afterburn known as Excess Post-Exercise Oxygen Consumption, or EPOC. (also see race-rx.com)
Group training has long been known to help increase membership retention in clubs and the accountability factor of training with a group of friends cannot be underestimated.
Combine the encouragement of your peers with great music and a total conditioning program designed and refined over time by an eternally optimistic and inspirational exercise physiologist...and I have no doubt that you’ll be seeing Orange in your neighborhood soon.
Don’t take my word for this excitement, see for yourself: OrangetheoryFitness.com.