Purpose Brands

Purpose Brands, parent company of global fitness leaders including Orangetheory Fitness and Anytime Fitness, undertook two major projects in 2025 to modernize and unify its digital ecosystem on Webflow. With Webflow Partner, Outliant, the team consolidated the international and domestic Orangetheory Fitness sites into a single dot com and launched a new Anytime Fitness domestic site. At the same time, they began consolidating Anytime Fitness International into a single global site, starting with Australia. All of this was built on a shared component library and design system spanning brands, ensuring consistency, scalability, and efficiency across the portfolio. This approach streamlined operations and created a flexible foundation to support future Purpose Brands sites.