Orangetheory Fitness is tapping into the strength training trend with Strength 50, a new 50-minute class designed to cater to all fitness levels.

Strength 50 is divided into Total Body, Upper Body and Lower Body segments and has been created based on feedback from a period of beta testing which the company says resulted in it gaining close to 10,000 waitlisted members.

The 50-minute class uses TRX, various types of weights, bands and bodyweight exercises to help members build skill and strength. Classes are led by expert instructors who coach on skill to develop all-round strength training ability.

"The importance of strength training cannot be overstated in the pursuit of a balanced fitness routine," said Scott Brown, VP of fitness at Orangetheory.

"We believe in its power to transform not just bodies, but lives and I'm eager to see the powerful gains that come from Strength 50."

The new class is very different from the – now iconic – Orangtheory 60 workout which delivers heart rate-based interval training using bikes, rowers and treadmills combined with floor work for functional strength.

At the heart of the Orangetheory model the heart rate monitor enables participants to stay in optimal heart rate zones for best results.

Brown says the new workout has been designed to be complementary and Orangetheory expects many of its customers to do both, with the greater strength and improved technique gained through Strength 50 improving their performance during Orangetheory 60.

For the launch of Strength 50, Orangetheory teamed up with self-love influencer and body-positive advocate, Danae Mercer Ricci to champion a pledge called 'Long May We Gain' which 'challenges industry norms and set a new narrative around fitness goals'

The aim is to focus on what can be gained by exercising, rather than what can be lost.

Orangetheory and Ricci are inviting consumers to share their gain goals on social media with the hashtag #LongMayWeGain.

To amplify this, participating studios will be hosting "Gain Day" on National Weightlifting Day – 23 September in the US – when free Strength 50 classes will be on offer for new and existing members.

"Orangetheory's 'Long May We Gain' commitment has been a long time coming in the fitness industry," said Mercer Ricci. "I'm proud to partner with a brand that's working toward debunking fitness clichés and turning the spotlight onto all the incredible things gained through strength training and a healthy workout routine."

Earlier this year, Orangetheory co-founder and CEO, Dave Long, told HCM the company is targeting aggressive expansion – aiming to grow to 100 more locations globally this year.

The company currently has 1,500 franchises operating in 50 US states and 23 countries. Long says there are 300 more in the pipeline.

Strength training is ramping up in all areas of the industry, with Les Mills launching Shapes recently and operators adding more strength equipment to the gym floor.

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