Milestones, memories and magic: A look back at the legacy of Self Esteem Brands – and to the future of our new company

Today, we announced the closing of the merger between Orangetheory Fitness and Purpose Brands, LLC (SEB). This closing forms a new company with over 7,000 locations in 50 U.S. states, 40+ countries and on 7 continents, and set to surpass $4 billion in systemwide sales. With that, I say:

Welcome to Day 1 at the largest fitness company in the world!

Over the coming weeks and months, the name, vision and more about the world’s largest fitness, health and wellness portfolio will be revealed, with more growth opportunities for employees, more competitive advantages for franchisees and better health for millions of members around the world. LFG!

The closing also marks the transition from Self Esteem Brands to the new company – and this change is bittersweet. ?Over the past 22 years, no other company has experienced the milestones, memories & magic of SEB.

Our climb reminds me of a quote attributed to Albert Einstein:

“Not everything that counts can be counted,?and not everything that can be counted counts.”?

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There’s no doubt that the moments we can count over the past 22 years have COUNTED and enriched the lives of millions of people:

• From club #1 in Cambridge, Minn., to our latest agreement in the United Arab Emirates, Anytime Fitness has been the fastest-growing fitness brand in the world and one of the fastest-growing franchise brands. It's also the only brand with operating units on all 7 continents.?

• We’ve hosted hundreds of new franchisee training events, Vitals sessions, and the most epic annual conferences in beautiful cities across the country, plus annual conferences in Europe, Japan, Australia, New Zealand and Mexico.

• We’ve worked with the most talented, passionate and play-centric team members at three different headquarters locations.

• We’ve collaborated with thousands of franchise owners to operate purpose-driven and profit-generating clubs and studios while providing affordable, accessible, effective and empathetic services for communities around the world. ??
• And we’ve recorded the most remarkable member success stories the fitness industry has ever seen.

But the things that have made this journey truly magical are impossible to quantify. It’s the moments we CAN’T count that have counted the most and continues to inspire the lives of millions: ?

• Tattoos, tears, teamwork, goosebumps, owner-to-member organ transplants, smiles, high fives, hugs, self-earned pride, laughter, crazy Halloween parties, irreverent Conference videos, smirking thank you notes, embarrassing Rookie skits, Yearbooks, inspiring all staff emails, creative holiday parties, Friday night concerts at conference, self-respect, members carrying fellow members over the finish line, improved self-esteem, motivation, perspiration, parents being able to play with their kids again, overcoming disabilities and disorders, lifelong friendships, caring, coaching, connection, people, purpose, profits, play.

For 22 years, we’ve bled purple, adding a multitude of colors as we’ve grown SEB. Now together with Orangetheory, there’s even more color in the mix – and while the name and vision for our newly-combined company will evolve, the DNA of our brands will always bleed purpose.?

Special thanks to the exceptional leadership who have helped steer this merger to a successful outcome, including my Anytime Fitness co-founder David Mortensen ; Orangetheory founders and leaders David J Long , Ellen Latham , Jerome Kern and David Hardy ; Kevin Hofmann and Erik Morris with Roark Capital ; and our terrific SEB executive team: Stacy L. Anderson , April Anslinger , Ben Camper , Sara Cernohous , Jim Goniea , Nick Herrild , Libby Junker , Ryan Masanz , John Pindred , Matthew Stanton , Stephanie Schon , Chris Sullivan , Sander van den Born MBA and Jennifer Yiangou, CFE .

As we blaze forward, specific details about the new company will be shared as they become available. For now, let’s stay laser-focused to deliver exceptional brand experiences in 2024 for our franchisees and members around the world.

Here’s to continuing to count milestones, memories and magic - and performing life-changing miracles. Because not everything that counts can be counted.?

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