Jonathan Midttun

Global Business Architect

Purpose Brands

Jonathan Midttun is the Global Business Architect at Purpose Brands, parent company of Anytime Fitness, Orangetheory Fitness, The Bar Method and other fitness and wellness brands. He leads the integration of operational and technology strategies across international franchise markets. He works with Master Franchisees and technology partners to align local market needs with scalable enterprise systems, driving improvements in member experience, operational efficiency, and digital infrastructure across brands like Anytime Fitness and Orangetheory Fitness. With more than a decade of experience in the fitness industry, Jonathan was a key partner in scaling the Member Management Platform Exerp globally, overseeing implementations across EMEA, APAC, and North America before its successful exit to Club Essentials. He’s based in Denmark and works with his global team across APAC, EMEA and the Americas.