F45, Orangetheory, and independent HIIT studios all sell some version of the same workout: high-intensity interval training in a coached group setting. But their apparel programs look completely different. F45 and Orangetheory are franchises with corporate merch programs. Independent HIIT studios run their own branded apparel and keep all of the margin. Here is how each model actually works, and why running an independent HIIT studio with its own Pro Shop is the higher-margin play for an owner.
F45 is a franchise system. Each F45 location is owned by a franchisee but operates under the F45 brand. Merch is corporate-driven: the F45 logo and core product line come from the franchisor. Franchisees can typically order from a corporate catalog and re-sell at the studio, but the margin is structured around the franchise system, not the local owner. Independent product designs, custom local-branded merch, or alternative apparel partners are generally not permitted.
And yes, F45 is considered a form of HIIT. The workouts blend functional training with high-intensity intervals, so the training stimulus overlaps. The business model is what differs.
Orangetheory Fitness is also a franchise. The brand is heavily protected, and local studios sell from the corporate merch line. Members buy Orangetheory-branded tees, hats, and water bottles through the studio or the franchise app. The studio earns a margin slice, but the bulk of the revenue and the brand control sits at corporate. Like F45, an Orangetheory franchisee does not get to launch a custom local-brand apparel line.
An independent HIIT studio (boutique HIIT, hybrid training, functional fitness, the explosion of HYROX-style studios) owns its own brand. The studio owner can name the studio anything, design any logo, build any product line, and capture 100% of the merch margin. This is the structural advantage of staying independent: every dollar of merch revenue stays with the studio.
Most independent HIIT studios that have not launched a merch program leave $5K to $40K per year on the table.
Bear Grips Pro Shops: Custom Apparel for Your Team. No Minimums. Free Shipping.| Studio type | Logo control | Product control | Margin share | Annual merch revenue (200 members) |
|---|---|---|---|---|
| F45 franchise | Corporate | Corporate catalog | Slice | Variable, modest |
| Orangetheory franchise | Corporate | Corporate catalog | Slice | Variable, modest |
| Independent HIIT studio (Pro Shop) | Studio | Full catalog access (63 products) | 100% | $5,600 (2 items/member/year, $14 margin) |
| Independent HIIT studio (Pro Shop, 500 members) | Studio | Full catalog access | 100% | $20,000 |
The studio gets a branded URL (shops.beargrips.com/your-studio). The studio uploads its logo, picks 8 to 20 products from the 63-piece catalog (tees, tanks, hoodies, leggings, biker shorts, hats), and sets retail prices. Members visit the URL, buy, and we print and ship direct. The studio earns margin on every order without holding any inventory or packing any boxes.
This is the apparel-line freedom that franchisees do not have. For a HIIT studio owner who stayed independent, the merch revenue line is one of the highest-margin additions available.
To be fair: the franchise model removes decisions. The franchisee does not pick products, set retail prices, or maintain a shop. The franchisor handles the catalog and the franchisee earns a smaller, simpler margin slice. For a franchisee who wants apparel revenue without the operational lift, that is the trade.
For an independent studio owner, the operational lift is also low (about 30 to 60 minutes of setup, or the Done-For-You VIP plan at $109/month) and the upside is the full 100% margin instead of a corporate slice.
Open your studio Pro Shop free. Print on demand, no inventory, full brand control, 100% margin yours.
Start FreeYes, F45 is a form of HIIT. The workouts combine functional training with high-intensity intervals, which puts F45 squarely inside the HIIT category. The difference between F45 and a non-franchise HIIT studio is the business model (franchise vs independent), not the training style.
Orangetheory is a heart-rate-zone-based version of HIIT. It uses interval work to keep members in target heart-rate zones, which is a HIIT principle. Like F45, the difference vs an independent HIIT studio is the franchise structure, not the training method.
The franchise agreement typically restricts independent merch programs. A franchisee considering a side merch line should check their franchise agreement first. Independent (non-franchise) HIIT studios face no such restriction.
Free to start. Self-Service VIP is $59/month for the lowest base pricing and 200 products. Done-For-You VIP is $109/month and includes full shop setup with monthly trending collections. No setup fees, no minimums.
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