Orange Shoe Personal Fitness is a boutique fitness franchise focused on delivering highly personalized training programs. It was founded in 2004 by Josh Martin in Madison, Wisconsin.
Known for his trademark orange sneakers, Martin built the brand around proactive health and individualized coaching. Today, the company is headquartered in Fitchburg, Wisconsin, and operated by Scott and Katie Michel, who have expanded its reach while maintaining its core mission.
The franchise began offering opportunities in 2008. Orange Shoe provides a complete suite of services including personal training, small group fitness, nutrition coaching, and corporate wellness programs.
What sets it apart is its tailored approach to fitness—programs are adapted to each client’s goals and progress. This level of personalization has helped Orange Shoe achieve a 98% franchisee retention rate over a decade, far surpassing industry averages.
Here's what you would need to invest if you were to start this franchise. These costs are provided by the franchisor in the Franchise Disclosure Document.
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Below are some of
Orange Shoe Personal Fitness
key competitors in the
Personal Training
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Orange Shoe Personal Fitness® provides a structured and multifaceted training program for its franchisees. This training ensures franchisees are prepared to effectively operate their fitness studios. Here are the main training programs offered:
Orange Shoe Personal Fitness® offers a defined form of territory protection to its franchisees. Under the Area Development Agreement, franchisees are granted a designated geographic area for each studio they agree to develop, which the franchisor refers to as the “Protected Territory.”
This ensures that each franchisee operates within an exclusive area that is approved by the franchisor, helping to avoid internal competition among franchisees. The franchisor commits not to operate or grant a franchise for another Orange Shoe studio within a franchisee’s Protected Territory, provided the franchisee is in compliance with the agreement.
However, the franchisee’s protection is subject to maintaining performance standards, and the franchisor retains discretion to evaluate site proposals. This approach helps preserve market potential and supports franchisee investment by limiting encroachment within their operational area.
Orange Shoe Personal Fitness is a fitness franchise providing personalized training, small group classes, and nutrition coaching in a supportive, community-focused environment.
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