Buzz: Orangetheory Fitness Comes to the Main Line

Founding OTF members receive two free weeks of classes before the Main Line studio opens to the public this spring. All the more reason for fitness enthusiasts to start their Orangetheory experience with the new Devon locale!

Founding OTF members receive two free weeks of classes before the Main Line studio opens to the public this spring. All the more reason for fitness enthusiasts to start their Orangetheory experience with the new Devon locale!

“Everyone’s been talking about you,” enthuses the engaging cashier at the Devon Whole Foods. “When are you guys opening?”

She’s speaking to Orangetheory Fitness franchise owner Alan Damashek, who is so very smartly plucking America’s hottest fitness phenomenon right down in the heart of the Main Line this spring.

Damashek is grabbing a bite (with me) while construction moves along across the parking lot at his first Main Line Orangetheory Fitness studio—Orangetheory Devon.

For Main Liners, the building in the Devon Village Shopping Center is known as the former Hartstrings. It was, most recently, a temporary fitness space for a local Crossfit biz.

The dead giveaway Damashek is the “guy” everyone is talking about? He’s in the checkout line “on brand”—wearing a company polo with the highly recognized Orangetheory colors and “splat” logo.

“Thank you, that’s great to hear. We are moving along…soon soon,” beams Damashek. The 47-year-old Chappaqua, New York native (and current Westfield, New Jersey resident) knows a thing or two about this thing referred to by employees as “OTF.”

Damashek has been a very successful Orangetheory franchise owner for three years. His first two studios are in White Plains, New York and Marlboro, New Jersey. He is opening the Devon studio with business partner and lifelong friend Paul Blanchard (an Ironman triathlete).

Orangetheory is a high intensity, interval fitness franchise—with over 600 studios now open in the state and several in development, the brand will continue to target the Main Line surrounding areas for expansion.

Backed by the science of excess post-exercise oxygen consumption (EPOC), Orangetheory’s heart-rate-monitored workouts are designed to get participants within the target-training zone of 84 percent to 91 percent of their heart rate, which stimulates metabolism and increases energy. The 60 minute classes are all led by professional coaches to help ensure you don’t over or under-train.

Orangetheory Fitness launched its first studio in Fort Lauderdale in March of 2010. The fitness franchise is on track to open 700 studios later this year.

For a brand that is so intense and fast paced (the “Keep Burning” mantra/hashtag/tagline refers to your body’s ability to burn calories up to 36 hours after a vigorous 60 minute OTF workout), Damashek is a bit of a contradiction-a charismatic, cool cucumber who confidently knows he is bringing something very special to the region. And the fact that his studio will be in a parking lot that sees thousands of Main Liners regularly food shopping at Whole Foods in Devon is no coincidence.

He commutes now between his Jersey home, his other two studios and the Devon locale. So a little feedback from his well known parking lot neighbor is welcome chit chat to the busy entrepreneur.

“This is terrific to know we are being noticed. It’s good stuff.”

Good stuff may be putting it lightly. For those of you who have been living in a cave, the Main Line is completely bursting at the seams with a handful of new fitness businesses every month. Yoga, spin, barre, TRX, boutique boot camp styles, big box national players…all vying for a rapid shift in the local culture that is heavy on health (ex: Zoe’s Kitchen Wayne’s success shuts down the long lived McDonald’s) and happy to accommodate Main Line women who resemble seasoned triathletes these days more so than soccer Moms with muffin tops. OTF Devon certainly moves in as a major player and surging national brand at just the right time.

In between bites of orzo salad, spicy Southwest chicken and a few guzzles of a no cal, caffeine-ladened Goji berry soft drink, Damashek and I talk all things Main Line and his fortuitous timing with The Devon Horse Show. OTF Devon will open right around the DHS and their temporary business office faces the show grounds on Lancaster—you can just about envision the famous Devon Ferris wheel from Damashek’s desk. This is where Founding Members are signing up by the dozens with incentives like blocks of free classes and discounted heart rate monitors.

As for Damashek and team, it’s full steam ahead—construction is coming along faster than expected. The fitness equipment will be delivered in a couple of weeks. Training staff and answering the surging inquiries on their social is all par for the (busy) daily OTF course and building a brand that seemingly has no limits.

For his first Main Line locale, a terrific Grand Opening party is planned. Details soon!

Furthermore, Damashek has a regional territory that includes Orangetheory Ardmore.

As our lunch is wrapping up and Damashek’s phone continuously dings, I have to pry a little bit about location deux. But that’s for another day.

“We are excited about Ardmore, Sarah. We are working on a lease. But, don’t worry, as soon as I have the green light to share the location—you’ll be the first to know.”
And we’re most certain of that.

He’s hired AroundMainLine.com to assist in local marketing and social strategy.

Click here to book an appointment at Orangetheory Fitness Devon.

Make Your Appointment Today

Be Social with Orangetheory Fitness Devon

Join Orangetheory Fitness Devon on Facebook

Follow Orangetheory Fitness Devon on Instagram

Be Social with Orangetheory Fitness

Join Orangetheory Fitness on Facebook

Follow Orangetheory Fitness on Twitter

Follow Orangetheory Fitness on Instagram

Contact Orangetheory

Orangetheory Fitness Devon is located at 821 W. Lancaster Avenue, Wayne, Pennsylvania.

Phone: 610-572-4789
Email: studio0539@orangetheoryfitness.com

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