Orangetheory: Shifting a Model, not a Mindset

How does a global fitness chain with over 1,300 locations provide value to its members when a pandemic shuts down the operation of its in-studio group workouts?

When COVID-19 first began to spread, Orangetheory acted quickly to enforce stricter sanitation and social distancing practices and was among the first in the fitness industry to rethink its business approach – even before restrictions on public gatherings led to citywide shutdowns. As local government and state officials began to mandate the closure of studios, Orangetheory adapted once more.

Orangetheory’s ethos is centered on the belief that working out helps members lead longer, more vibrant lives, and we needed to shift the narrative – quarantine should not prohibit members from achieving More Life. We helped Orangetheory spread its message by engaging our members, new and old, with Orangetheory At Home™ virtual daily workouts on the brand’s YouTube channel, Mobile App, Website and Social Media channels. These free workouts kept “Orangetheory nation” moving while at home and motivated our communities to make the most of this time.

To pump up awareness and attract engagement, we secured high-profile interviews for Orangetheory executives in top-tier media, including Yahoo! Finance, Adweek and CNBC. In just the first month, Orangetheory At Home™ workouts have been viewed over 4.4 million times.