Purpose Brands rearchitects its web foundation to scale five brands globally
Purpose Brands brings together brands including Orangetheory Fitness, Anytime Fitness, The Bar Method, and Waxing the City within a global portfolio that reaches millions of people. With Webflow, it replaced a fragmented web footprint with one foundation, allowing new markets to launch faster and capabilities built once to scale across brands.
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“Webflow lets us build something great once, then reinvest the time we save in the customer experience. We spend less time maintaining what exists and more time building what’s next”
Behind names like Orangetheory Fitness, Anytime Fitness, The Bar Method, and Waxing the City, Purpose Brands is scaling a global fitness and wellness portfolio. It expects to open roughly 700 locations in 2026 alone as it scales toward 10,000 locations and 10 million members by 2030. "Each of our brands has unique technology driving the experience, and we build and maintain it globally," says CTO Ameen Kazerouni. "It's the heart of what makes these brands work so well in such a distributed fashion."
Across the portfolio, each website is the brand's most visible customer experience. With at least 90% of eventual members beginning there, those digital front doors had to support a fast-growing portfolio of brands and international markets.
For example, Anytime Fitness expanded quickly by letting individual markets build and operate their own websites. But as the brand continued to scale, that model created increasing complexity. Each new market added another domain, design, content structure, and technical system for Purpose Brands to maintain.
The company needed a shared web foundation that could support global growth while preserving what made each market local.
A bigger opportunity than migration
"The merger gave us something neither brand could build alone: the scale, the resources, and the mandate to rethink everything."
— Ryan Masanz, SVP Product & Design, Purpose Brands
The merger that created Purpose Brands brought Orangetheory Fitness and Self Esteem Brands, the parent company of Anytime Fitness, into one portfolio. The scale challenge was clearest at Anytime Fitness, where more than 35 domains operated without a shared component system or global governance.
Purpose Brands already knew Webflow could perform at enterprise scale. Orangetheory had moved from AEM to Webflow in 80 days. So rather than approach Anytime Fitness as another CMS migration, the team asked what it could build from scratch to serve a global, multi-brand portfolio.
"The engineering teams had a choice most never get: don't just migrate, don't just extend … rethink the whole approach for a scale four times larger than either brand had operated at alone," says Ameen.
One platform, configured for each market
Purpose Brands chose Webflow Enterprise as the web experience layer across its portfolio. The team built a new component system, a localization model designed for more than 40 countries, and real-time connections to the broader digital stack.
"While each brand maintained its unique solutions, having two major brands gave us a real opportunity to share core infrastructure and capabilities, and to genuinely invest in them. Standardizing on Webflow as our digital front door is exactly that: one place where we can optimize fundamental capabilities, across multiple brands, at once."
— Ameen Kazerouni, CTO, Purpose Brands
On WordPress, every new locale required its own development cycle. On Webflow, the team can validate a capability in one brand or market, then make it available to others. Regional teams configure pages, components, content, imagery, and offerings without rebuilding the front end.
"With Webflow localization engine, we launch new markets in weeks instead of quarters and deploy front-end features everywhere from a single build," says Ameen. "That frees our teams to connect systems, integrate data, and build capabilities that move the business."
With Webflow handling front-end delivery, engineers can focus on booking systems, CRM, lead routing, membership data, and franchise-scale personalization. A feature built once can reach millions of people across the portfolio.
"We're shipping every single day with Webflow," says Ryan Masanz, SVP of Product and Design. "That's not an exaggeration. The front-end infrastructure just isn't a problem we think about anymore, and that frees us for the harder problems."
Faster launches, stronger performance
"A one-day sale that historically meant war-room monitoring and outage triage instead became a record-breaking day nobody had to worry about. The platform was a gamechanger and helped to improve our business."
— Ryan Masanz, SVP Product & Design, Purpose Brands
Anytime Fitness saw business results move soon after migration. Over the first three months, the US site generated 6.4% more leads. In the opening two weeks, year-over-year lead growth reached 20.1%, while website-to-lead conversion rose 0.92 percentage points.
Technical quality improved without a separate optimization sprint. Lighthouse scores for performance, SEO, and best practices increased by 30.1% to 58.8%. Market launches also became more repeatable as the shared architecture matured. Anytime Fitness US took seven months to launch, while Australia took just three months.
"Anytime Fitness is a force of nature in Australia; a one-day promotion used to take down the old site," says Ameen. "This year, with Webflow, the promotion broke every previous sales record, and the platform didn't blink: No incidents, no degradation, just a record day handled cleanly."
Purpose Brands expects its next five-country cohort to take approximately two months — an 86% reduction in per-locale migration time compared with its early Orangetheory work.
Built for the next five years
"Our lift in AI-sourced traffic came from two things: a clean, high-performing foundation that AI engines can understand, and deliberate optimization on top of it. We test rapidly, then deploy what works across every market. That's the compounding advantage of Webflow."
— Ameen Kazerouni, CTO, Purpose Brands
Purpose Brands built its platform for performance, stability, and global reuse. The team did not initially run a dedicated AEO program, but AI sources accounted for 40.9% of Anytime Fitness sessions after migration. That included 8,078 visits and 376 incremental leads from a channel the company hadn't measured on its previous stack.
Ryan credits the new content architecture. "We're already seeing more of our traffic come from AI platforms," he says. "People ask ChatGPT, 'Where should I join a gym?' and Anytime Fitness shows up. That is not an accident. It's because our content architecture is structured for how AI models consume information."
As The Bar Method, Waxing the City, and other brands move onto the platform, their pages will use the same structured content model from launch. The team can improve that model once and carry those changes across the portfolio.
For Ryan and Ameen, that reach is what makes the work matter. "Most engineers spend their careers building software that touches thousands of people," they say. "Our team builds infrastructure that helps millions discover fitness, stay consistent, and genuinely change their lives. That's what gets us out of bed in the morning."
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