Splat Points Everywhere

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Splat Points Everywhere

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. 


2 Comments

Jourdan Baldwin

Jourdan Baldwin

September 23, 2018at 7:53 pm

I have been to OTF and I agree it becomes an addition. You want to push yourself to go harder each workout . Their marketing approach has worked toward gullible college students who like to be fit.

Margaret Caswell

Margaret Caswell

September 24, 2018at 12:26 pm

As someone who has fallen prey to OTF’s persistent marketing strategy, I can say without a doubt that it works wonders. They hook you with the first free class, and then retain contact with you through text, email, and phone calls. Aside from this, the targeted ads are a constant reminder to sign up for more classes and refer your friends. If other fitness programs employed this strategy, they would probably find similar levels of success!

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