Our Story
In 2013, our Co-Founder, Paul Marcus, was working as an investment banker focused on the health and wellness industry. At the time, Mr. Marcus was working closely with many of the largest fitness brands in the U.S. He witnessed firsthand the early, explosive growth of studio and boutique fitness. As a fitness enthusiast who had previously been a college athlete, Paul believed the community creation inherent in the boutique fitness model, along with the efficiency of a one-hour, instructor led, class, would continue to lead the industry in terms of the customer experience. When he discovered Orangetheory, it was apparent the science-backed workout provided “group private training” at a high-value price. The OTF system created personal accountability for participants, supported each individual’s personal fitness goals, and generated tangible, measurable results! In addition, the brand was successfully utilizing technology to allow all fitness levels to work at an appropriate pace and reduce the chance of injury.
In April 2013, Paul formed West Coast Fitness (“WCF”) in order to acquire the master franchise rights to his home market of Los Angeles. After securing the development rights, it was time to get to work. He started looking for locations and searching for like-minded people to support the Mission, Vision, and Values of the newly formed Company. The first location opened June 2014 in Los Angeles in the Brentwood community.
Co-Founder, Brendon Ayanbadejo, took his first Orangetheory class fresh off a 2012 Super Bowl win with the Baltimore Ravens. Brendon was immediately impressed by the effectiveness of the Orangetheory class and accessibility of the workout believing it could create real results for real people. Brendon had spent most of his life among the ranks of elite athletes and played in the NFL for 13 years. During his football career, Mr. Ayanbadejo was invited to three pro bowls. In retirement, he knew he would need a safe, effective, and fun workout to maintain his athletic performance and believed Orangetheory addressed all of these needs… not just for him, but for everyone!
In 2014, Paul and Brendon came together and through their partnership were able to further expand into Northern California. Since that time the partners, along with the amazing West Coast Fitness leadership team, have expanded the business through organic growth and acquisitions to over 49 studios as well as an additional 29 franchisee locations.
West Coast Fitness is continuing to grow at a rapid pace and attributes its success to one primary tenet – create the best corporate culture in the fitness industry and all employees will pay it forward in the form of unparalleled customer service!
June, 2013
AREA RIGHTS
West Coast Fitness acquires area rights
to Los Angeles.
June, 2014
FIRST STUDIO OPENS
First Los Angeles area Orangetheory studio opens in Brentwood.
June, 2013
AREA RIGHTS
West Coast Fitness acquires area rights
to Los Angeles.
June, 2014
FIRST STUDIO OPENS
First Los Angeles area Orangetheory studio opens in Brentwood.
October, 2015
EXPANSION IN LOS ANGELES
Orangetheory West Hollywood opens on the famous Sunset Strip in Los Angeles.
OCTOBER 2016
NEW STUDIO AND NEW PARTNERS
Sherman Oaks becomes the third WCF studio and becomes one of the first mall-based fitness center through a partnership with Westfield.
DECEMBER 2016
FRANCHISEE DEVELOPMENT
As of December 2016, WCF has successfully sold and supported 7 franchisee locations.
October, 2015
EXPANSION IN LOS ANGELES
West Hollywood becomes second studio to open on the famous Sunset Strip.
OCTOBER 2016
NEW STUDIO AND NEW PARTNERS
Sherman Oaks becomes the third WCF studio and a begins a milestone partnership becoming the first mall-based fitness center with Westfield.
DECEMBER 2016
FRANCHISEE DEVELOPMENT
As of December 2016, WCF has successfully sold and supported 7 franchisee locations.
MARCH 2017
NEW STUDIO GROWTH
West Coast opens successful new studios in San Mateo and Redondo Beach, California.
JUNE 2018
NEW REGIONS
WCF acquires four studios in Northern California along with territory rights to the South Bay of San Francisco.
JULY 2018
WCF PARTNERS WITH BOSTON BASED PRIVATE EQUITY FUND
WCF receives an investment from Castanea Partners to accelerate organic growth and explore additional studio acquisition opportunities.
JANUARY 2019
PRESALE INNOVATION
WCF leads the industry in innovation and process through the establishment of a centralized presales team in the Los Angeles office.
MARCH 2019
REGIONAL EXPANSION
APRIL 2019
HQ EXPANSION
WCF expands its headquarters to accommodate rapid growth and to centralize all corporate functions (e.g., Accounting, Real Estate & Facilities, Human Resources, Marketing, Presales, etc.).
NOVEMBER 2019
WCF OPENS TWO NEW LOCATIONS
West Coast Fitness opens Mission Park and Almaden studios in Northern California.
MARCH 2017
NEW STUDIO GROWTH
West Coast opens successful new studios in San Mateo and Redondo Beach, California.
JUNE 2018
NEW REGIONS
WCF acquires four studios in Northern California along with territory rights to the South Bay of San Francisco.
JULY 2018
WCF PARTNERS WITH BOSTON BASED PRIVATE EQUITY FUND
WCF receives an investment from Castanea Partners to accelerate organic growth and explore additional studio acquisition opportunities.
JANUARY 2019
PRESALE INNOVATION
WCF leads the industry in innovation and process through the establishment of a centralized presales team in the Los Angeles office.
MARCH 2019
REGIONAL EXPANSION
APRIL 2019
HQ EXPANSION
WCF expands its headquarters to accommodate rapid growth and to centralize all corporate functions (e.g., Accounting, Real Estate & Facilities, Human Resources, Marketing, Presales, etc.).
NOVEMBER 2019
WCF OPENS TWO NEW LOCATIONS
West Coast Fitness opens Mission Park and Almaden studios in Northern California.
FEBRUARY 2020
TOP RANKED OPENING GLOBALLY
Playa Vista in Los Angeles records one of the most successful openings in terms of membership of any Orangetheory globally, proving the strength of the centralized presale operation.
FEBRUARY 2020
SACRAMENTO AND OHIO REGIONS JOIN WCF FAMILY
West Coast Fitness acquires 12 new studios in Sacramento, Cincinnati, and Dayton.
MARCH 2020
PANDEMIC RESPONSE
West Coast Fitness is required by government mandate to close all studios in response to the Covid-19 global pandemic.
MAY 2020
ORANGETHEORY AT HOME LAUNCHES
Free Orangetheory At Home online workouts become available to the public.
JUNE 2020
7 OHIO STUDIOS REOPEN
Cincinnati and Dayton locations reopen with new safety and health protocols.
NOVEMBER 2020
ORANGETHEORY OUTDOORS
Outdoor studios are created to meet pent up demand during the closure period at three regional locations – Valley Fair (NorCal), Marina del Rey (SoCal), and Sherman Oaks (SoCal).
MARCH 2021
REOPENING OF CALIFORNIA STUDIOS
Reopening of studios begins in Northern California, Sacramento, and Los Angeles.
MARCH 2022
OPENING OF ORANGETHEORY’S 1,500TH STUDIO
Los Angeles’ Mar Vista studio opens, becoming Orangetheory’s 1,500th studio nationwide.
APRIL 2022
WCF OPENS SIX NEW LOCATIONS
West Coast Fitness opens six new studios throughout Sacramento, Los Angeles, and Northern California.
Carmichael, Sacramento – Opens August 30th, 2021
Land Park, Sacramento – Opens September 30th, 2021
North Hollywood, Los Angeles – Opens November 16th, 2021
El Segundo, Los Angeles – Opens November 16th, 2021
Mountain View, Northern California – Opens January 25th, 2022
Gilroy, Northern California – Opens April 18th, 2022
SEPTEMBER 2022
DRITRI EVENT
Orangetheory’s DriTri event takes place across all 49 studios, consisting of a 2,000m row, 300 bodyweight reps, and a 3.1-mile run.
FEBRUARY 2020
TOP RANKED OPENING GLOBALLY
Playa Vista in Los Angeles records one of the most successful openings in terms of membership of any Orangetheory globally, proving the strength of the centralized presale operation.
FEBRUARY 2020
SACRAMENTO AND OHIO REGIONS JOIN THE WCF FAMILY
West Coast Fitness acquires 12 new studios in Sacramento, Cincinnati, and Dayton.
MARCH 2020
PANDEMIC RESPONSE
West Coast Fitness is required by government mandate to close all studios in response to the Covid-19 global pandemic.
MAY 2020
ORANGETHEORY AT HOME LAUNCHES
Free Orangetheory At Home online workouts become available to the public.
JUNE 2020
OHIO STUDIOS REOPEN
Cincinnati and Dayton locations reopen with new safety and health protocols.
NOVEMBER 2020
ORANGETHEORY OUTDOORS
Outdoor studios are created to meet pent up demand during the closure period at three regional locations – Valley Fair (NorCal), Marina del Rey (SoCal), and Sherman Oaks (SoCal).
MARCH 2021
REOPENING OF CALIFORNIA STUDIOS
Reopening of studios begins in Northern California, Sacramento, and Los Angeles
MARCH 2022
1,500th STUDIO
On March 14th, 2022, West Coast Fitness celebrated the opening of 1,500th Orangetheory studio as well as the 50th studio in their portfolio.