Helping Orangetheory Fitness become best-in-class.
How can the right technology open the door for growth?
As the fastest-growing fitness franchise in the world, Orangetheory had become so focused on members in the studio, they were missing key opportunities to expand and gain results across their digital platforms. They needed a complete transformation to more effectively target potential customers and engage current members in a whole new way.
We brought together a team of fitness scientists, brand strategists, music producers, data analysts, UX designers, and creative directors to reimagine the brand’s digital experiences. With the capabilities of Adobe MarTech Stack, we built Orangetheory.com to use a more intuitive flow and capture leads for future members. The process included researching consumer behavior, producing more engaging content, and redesigning the entire experience to drive a free trial class offer.
We also surprised members at the end of the year with a personalized, data-driven campaign that delivered annual workout stats to each and every individual through a custom, shareable music video. Data Beats used members’ average heart rates to create bespoke music tracks—a different song for every BPM.
The brand now has increased agility across all channels. In fact, during a global pandemic, we were able to use the new website’s flexible component design to create a microsite for at-home workouts in just one day—keeping members engaged and still attracting new users. And not only were members excited about the Data Beats campaign but so were the awards shows. Orangetheory’s marketing transformation has given them the power to evolve and generate seamless experiences for current and future members, as well as franchisees.
- 45K additional classes booked during week of launch
- 97% class attendance rate during week of launch
- 83% higher lead gen rate
- New York FestivalsCreative Use of Data
- Campaign Creative Tech AwardsBest Use of Data/Insights
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