Orange Shoe Personal Fitness: Personalized Wellness with Purpose

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.

Training

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:

1. Initial Training Program: Orange Shoe provides access to an initial training program for two individuals (typically the franchisee and one employee) at no additional charge. This training must be completed before the studio opens and includes all essential aspects of running the business. Any additional trainee beyond the first two requires a fee and the franchisee is responsible for associated expenses like travel, lodging, and meals.
2. System Standards Manual: Upon signing the Franchise Agreement, franchisees receive electronic access to the proprietary System Standards Manual. This manual, which contains about 120 online pages, includes detailed instructions on marketing, operational procedures, management techniques, and business practices that must be followed to maintain brand consistency.
3. Ongoing Support and Training: During the operation of the studio, Orange Shoe continues to provide support services as deemed advisable. These services can be offered on-site, off-site, via phone, or other means. This includes continued updates to specifications and access to the company’s computer systems and software tools.
4. Advertising and Marketing Training: Orange Shoe assists in setting up grand opening marketing and ongoing promotional activities. Franchisees must also adhere to specific guidelines for local advertising and are supported with both local and system-wide marketing resources.

Territory Protection

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.