Orange Theory is more than just a usual fitness center. It’s a coach-led group
workout backed by science with heart-rate tracking to produce overall results. They
believe that the only obstacle in the fitness journey is showing up. Once you get
there, they make it their responsibility to push you to achieve your goals. Their
method lies in the various heart rate zones, which can be optimized to improve your
Orange Theory Fitness was opening a new location requiring awareness and lead
generation. The obstacle here was creating said leads in a restricted area within a
limited time. We also faced a lack of regional creative resources. The essence of
the brand and its approach being different from other fitness centers had to be
maintained through every communication.
Our process involved three steps - Awareness, Consideration, and Conversion. To
build awareness, we emphasized the USP and leveraged testimonials to establish
Clear CTAs helped the consideration stage and generated leads. These leads were then
contacted by the sales team and converted into members. We worked on increasing
unique profile visits, user impressions, engagement rate, and overall reach. All
this was backed by the content we created and our performance marketing activities.