282. Tom Leverton, CEO of Purpose Brands

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/


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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