StrikeTru and BigCommerce partner to bring Orangetheory Fitness's studio network onto BigCommerce's latest B2B Buyer Portal, giving studio owners more control and a scalable foundation for growth
HOUSTON, Nov. 12, 2026 /PRNewswire-PRWeb/ -- StrikeTru, a commerce and product-data services firm, today announced the successful modernization of Orangetheory Fitness's (OTF) franchisee ordering portal. The boutique fitness franchise, with more than 1,300 studios globally, is now using BigCommerce's latest B2B Buyer Portal. Completed in partnership with the BigCommerce B2B Edition team, the project gives Orangetheory Fitness studio owners a better self-service ordering experience, greater visibility into orders and account management, and a more maintainable foundation for future enhancements.
With the move to the Buyer Portal, OTF now has built-in self-service tools to manage accounts, orders, pricing, and invoices, making routine updates easier. Studio owners have more control and visibility into their orders, and OTF has started onboarding new studios for online buying. The platform also gives OTF room to add capabilities such as account hierarchies, buyer roles and permissions, and quoting.
"This update makes ordering simpler for our franchisees, giving studio owners better visibility into their orders and more ability to manage their accounts on their own. It also provides a scalable foundation that will support improvements as our franchise network continues to evolve," said Connie Walsh, Vice President, Global Supply Chain, Orangetheory Fitness.
"StrikeTru was a strong partner throughout the project. Their team took the time to understand our goals, translated business requirements into effective technical solutions, and maintained clear communication from start to finish. Their collaborative approach helped us successfully bring this vision to life," said Angela Ruggiero, eCommerce Manager, Orangetheory Fitness.
"B2B buyers have the same expectations for speed and consistency as consumers. Meeting those expectations drives loyalty and repeat orders as much as price. This migration modernizes Orangetheory Fitness's B2B experience on a platform built for how today's B2B buyers want to purchase - giving studio owners more control, simplifying operations for OTF, and establishing a secure, scalable foundation that grows with the business. Our partnership with BigCommerce on projects like this reflects a shared commitment to helping merchants move from legacy B2B sites to modern, maintainable infrastructure that scales with them," said Vik Gundoju, Principal Consultant, StrikeTru.
"Orangetheory's promise to its members is More Life, and the move to the latest version of BigCommerce B2B Edition and the new Buyer Portal gives studio owners more time to spend with those members. Owners can now check their own orders and invoices and manage their accounts, which also frees them up to grow their studios. StrikeTru ran a very successful migration with our B2B team, and OTF is already onboarding new studios to buy online." said Lance Owide, General Manager, B2B, BigCommerce. "
ABOUT STRIKETRU
StrikeTru is a commerce and product-data services firm that helps B2B and B2C companies modernize their commerce platforms, product information management, and connected data ecosystems. The company works with manufacturers, distributors, and retailers on platform builds and migrations, PIM implementation, systems integration, and AI-ready product data, with deep expertise across BigCommerce, Shopify, and Akeneo PIM. Learn more at www.striketru.com.
ABOUT THE BIGCOMMERCE B2B BUYER PORTAL
The Buyer Portal is BigCommerce B2B Edition's shopper-facing application, giving business buyers a dedicated account experience for quotes, invoices, order history, shopping lists, and company-user management. Available out-of-the-box or as an open-source foundation for custom builds, the Buyer Portal works across Stencil, Catalyst, and headless storefronts and is used by manufacturers, distributors, and wholesalers to modernize legacy B2B sites without the cost of building account and purchasing functionality from scratch.
Media Contact
Vik Gundoju, StrikeTru, 1 8323033257, [email protected], https://striketru.com/
SOURCE StrikeTru
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