It’s an obsession. It sucks you in and it’s hard to get out. It has a cult-like following. Some describe it as a sort of family. It’s OrangeTheory Fitness. By the end of 2018, the company plans to have over 1,300 studios in 17 countries and is on track to have over $1 billion in revenues.
Over the past 3 years, OrangeTheory Fitness (OTF) has grown immensely, all thanks to a hyper-targeted approach. OTF has been working with The Tombras Group to develop programming strategies that include social and mobile media buys for people within a certain distance of any one of their studios. While this strategy has been working, their growth rate has shown that it maybe time to to focus on more of a national/international campaign. Below is an example of one of OTF’s national campaigns.
I am an OrangeTheory Fitness member and have admittedly been sucked by their targeted marketing approach. In Athens, there are two OTF studios and I live smack in the middle of both. It feels as though I got double the advertising due to my location. But in their defense, their excessive marketing, along with incredible word of mouth references worked.