Orange Shoe Personal Fitness

Andrew Schroeder, left, a personal trainer at Orange Shoe Personal Fitness in Fitchburg, works with client Rick Dohm, 68, of rural Verona, during a 30-minute conditioning session in February 2017. The company's seventh location will open in September in downtown Waunakee.

Orange Shoe Personal Fitness has announced plans to open a studio in downtown Waunakee.

Katie and Scott Michel, who have owned the Fitchburg location since 2007, purchased the franchising system in 2017 from founder Joshua Martin and say the new location will be at 114 E. Main St. The gym will be owned and operated by Kelly Haas and Tom Slaten who have have been in the industry for over 10 years and have worked at Orange Shoe locations for several years.

The gym, the seventh in the chain, is scheduled to open in September and will be another addition to Waunakee's rapidly growing downtown. 

Orange Shoe's niche is in individual fitness programs, small group sessions, in-home training and designing and running corporate fitness programs.

Martin founded Orange Shoe in 2004 and named the company after the orange Nike tennis shoes he wore. Martin opened a Capitol Square location in 2007 and Lauren Birkel, a triathlete, opened a franchise on Junction Road in 2008. Birkel purchased the Downtown location in 2009 while other owners followed with franchises in Brookfield and two in Chicago.

Send retail-related tips and story ideas to badams@madison.com or call Barry Adams at 608-252-6148.

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Barry Adams covers regional and business news for the Wisconsin State Journal.