Orangetheory Fitness and protein bar maker TRUBAR have entered a co-branded partnership that places an exclusive limited-edition flavor — dubbed "I Scream for Orange Cream" — into Orangetheory studios nationwide beginning May 19, marking the fitness chain's first formal foray into branded nutritional products with an outside food manufacturer.
The creamsicle-flavored, plant-based bar is available simultaneously across three channels: physical Orangetheory locations, TRUBAR's direct-to-consumer site at TRUBAR.com, and Amazon. The companies did not disclose financial terms of the arrangement or projected unit volumes. A national retail expansion — implying brick-and-mortar grocery and specialty fitness accounts — is planned for the balance of 2026, though no specific retailer commitments were named.
Beyond the SKU launch, TRUBAR will serve as title sponsor of Orangetheory's Season of Strength challenge, a structured programming event set to begin June 1. Title sponsorships of fitness-brand challenges have become an increasingly common activation tool for functional food companies seeking authenticated reach among performance-oriented consumers — a demographic that Nielsen data has consistently ranked among the highest per-capita spenders on premium nutrition products. The arrangement gives TRUBAR exposure to Orangetheory's network of more than 1,500 studios across roughly 25 countries.
The deal reflects a broader convergence between boutique fitness operators and functional food brands, a trend accelerating as gym chains seek ancillary revenue streams beyond membership dues. Co-branded limited-edition launches also serve as low-capital-intensity market tests before a brand commits to permanent shelf placement — a strategy documented repeatedly in F&B partnership activations across the health-and-wellness segment.
To support the launch, TRUBAR is offering 20% off initial orders of the new flavor for consumers who register via a dedicated landing page. New Orangetheory guests can separately access five classes for $5 at participating studios — a consumer acquisition mechanic designed to convert bar purchasers into recurring studio members and vice versa. Neither company provided membership conversion targets or anticipated attach rates for the promotion.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
