On June 4, Orangetheory Fitness, a major global boutique fitness studio chain from the United States, officially announced its first entry into the Italian market, with plans to open multiple studios in the Rome metropolitan area over the next four years. In conjunction with this launch, the Italian fitness equipment giant Technogym was selected as the supplier of strength training equipment to support the chain's full-scale establishment in Italy. This move marks a further expansion of the international footprint of Purpose Brands, the parent company of Orangetheory.