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Orangetheory Fitness originally partnered with Logicbroker to support two critical areas of its business. The first was its centralized B2B marketplace, Supplies Central, which helps franchisees purchase approved products and supplies through a streamlined dropship experience. The second was supporting traditional procurement and order processing workflows across the business.
Over time, both initiatives became foundational to Orangetheory’s operations.
When Orangetheory merged with Anytime Fitness in 2024 to form Purpose Brands, that foundation enabled the organization to scale quickly. While Orangetheory maintained its unique B2B marketplace model, Logicbroker was integrated across the newly combined company to standardize internal purchasing processes for equipment across multiple brands, including Anytime Fitness, Waxing the City, and Basecamp Fitness.
The transition introduced more than 200 new suppliers into the ecosystem while creating a more consistent process for equipment purchasing and supplier communication across thousands of locations.
“Since Orangetheory had more of an advanced infrastructure, we moved everything over to our technology,” said Peter Dvoran, VP of Technology, Enterprise Services at Purpose Brands.
Pre-merger, Orangetheory Fitness had spent years refining the in-studio experience for its members, but behind the scenes, franchisees were still managing a fragmented and time-consuming purchasing process. Studio operators often had to source supplies from multiple vendors, taking time away from building relationships with their members.
Recognizing the opportunity to improve both efficiency and consistency, Orangetheory set out to create a centralized marketplace where franchisees could purchase approved equipment and supplies in one place.
“We are focused on building upon our OTF-centric marketplace, similar to Amazon, but with OTF-reviewed and approved products and educational content just for Orangetheory Fitness studios,” said Joe Nardolilli, former Senior Director of Retail & eCommerce at Orangetheory Fitness. “We wanted to make it much easier for our franchisees to get the supplies needed to run their studios, saving them time to focus on our members.”
What started as a solution for operational efficiency quickly became something more strategic. By consolidating purchasing, Orangetheory was able to drive consistency across locations while also opening the door for co-branded supplier partnerships.
To bring its marketplace vision to life, Orangetheory selected BigCommerce as its eCommerce foundation, paired with Logicbroker to power supplier connectivity and integration. While the front-end experience mirrored a traditional D2C marketplace, the underlying model was purpose-built for a B2B franchise environment.
From the outset, Logicbroker played a critical role in standardizing supplier onboarding and simplifying what could have been a complex, multi-vendor ecosystem.
That foundation proved essential as Orangetheory launched its marketplace just weeks before the pandemic forced widespread studio closures. With the infrastructure already in place, the organization was able to quickly pivot and ensure its studios had access to critical supplies when they needed them most.
Over time, the marketplace has become a core part of Orangetheory’s operations, driving both efficiency and consistency across its network. The organization estimates that franchisees collectively save thousands of hours each year by consolidating purchasing into a single platform, reducing the need to source products across multiple vendors.
At the same time, Logicbroker has enabled greater visibility into supplier performance and order flow, helping Orangetheory continuously refine its processes and improve outcomes.
“Now we look to further improve the existing process. We are working with our suppliers to decrease failed documents, which Logicbroker has been great at helping us uncover. I want to get us as close to zero as possible,” Nardolilli said. “We are working to get our suppliers to the next level, creating further efficiencies using the Logicbroker system.”
The creation of Purpose Brands represented a significant opportunity to extend the operational processes Orangetheory had already built.
While Orangetheory’s B2B marketplace remained dedicated to Orangetheory studios, the organization’s procurement infrastructure became the blueprint for the broader Purpose Brands portfolio. Anytime Fitness, Waxing the City, Basecamp Fitness, and other brands were brought into Orangetheory’s traditional purchasing and supplier management workflows, helping create a more standardized approach to equipment procurement and operational purchasing.
“Since Orangetheory had more of an advanced infrastructure, we moved everything over to our technology,” Dvoran said.
That effort required onboarding more than 200 new suppliers into the ecosystem while accommodating the unique requirements of multiple brands.
“That was a huge change and a huge project for us. That more than doubled our size in the ecosystem, and from a sales perspective it almost tripled our size,” Dvoran said.
The transition also helped simplify communication between Purpose Brands and its supplier network. Vendors gained a consistent process for onboarding and managing transactions through Logicbroker, while internal teams benefited from improved visibility and a more centralized purchasing model.
“There were some challenges onboarding those smaller suppliers, but Logicbroker has been great helping us onboard and adopting,” Dvoran said.
Prior to the mergers the organization had plans to scale, Orangetheory made the move to NetSuite to support a more robust ERP strategy. Having already relied on Logicbroker for both dropship supplier onboarding and traditional procurement workflows, the integration between the two systems became a key advantage.
“We really didn’t want to have to rebuild everything, so that’s a huge win. It shaved off a lot of effort and time,” Dvoran said.
The shift significantly simplified day-to-day operations. Previously, multiple disconnected systems made it difficult to track order flow or identify issues quickly. In some cases, orders could fail without immediate visibility.
“With the bundle with NetSuite, it became one interaction and one interface,” he said.
That consolidation improved both transparency and control, making it easier to troubleshoot issues and manage operations at scale.
With the core systems now in place, Purpose Brands are focused on refining and standardizing their broader ecosystem. Multiple eCommerce platforms and legacy processes remain, creating an opportunity to simplify operations and create more consistency across brands.
“All the core systems are set, and now we have to rationalize what’s left,” Dvoran said.
Looking ahead, the goal is to build a scalable playbook that supports continued growth and future acquisitions without requiring major system changes.
“We have to have a scalable, easy playbook to bring on more acquisitions,” he said. “It’s not a reimplementation. It’s about bringing in people and data.”
As that strategy evolves, Logicbroker will continue to play a central role—not just in supplier connectivity, but in helping unify systems and streamline operations across the organization.
“Logicbroker is right there in the middle of it,” Dvoran said.
Whether you’re expanding your wholesale network or scaling a modern dropship program, Logicbroker helps you connect, grow, and deliver—without the friction.
