Launch Orangetheory studios in Nashville’s Midtown and Melrose neighborhoods as well as in Murfreesboro, driving memberships and interest in new markets.
Orangetheory Fitness Midtown
Insight
A good workout requires training … and a trainer.
Strategy
Create a message that could become muscle memory for Orangetheory’s core audience of trendy, active millennials.
Activation
We invited local lifestyle influencers to private workouts that they could share with their followers. To add protein to our plan, we partnered with relevant brands like Grabbagreen and Nut Butter Nation to provide samples for the fitness influencers to enjoy after their workout. This social event drove more than 30,000 social media impressions and brought strong awareness to our new neighborhoods. The activations earned national media coverage in Womanista and TV coverage in our target markets.
Results
Orangetheory has a corporate goal of hitting 500 members during the grand opening phase. That’s the number that’s the best predictor of a location’s long-term success.
Each new studio reached this goal.