Using our PR prowess to drive memberships and interest, REED launched Orangetheory Fitness studios in Murfreesboro, Franklin and Nashville’s Melrose and and Midtown neighborhoods.
Orangetheory Fitness Midtown
Insight
Physical fitness requires consistency. So does good PR.
Strategy
Craft messaging that would become muscle memory for Orangetheory’s core audience of trendy, active millennials.
Activation
We invited local lifestyle influencers to participate in private workouts that they could share with their followers. To add protein to our plan, we partnered with health food brands like Grabbagreen and Nut Butter Nation to provide samples for the influencers to enjoy after their workouts.
This social media campaign resulted in more than 300,000 organic impressions and brought strong awareness to our new neighborhoods. The health food activations earned national media coverage in Womanista and broadcast coverage in all our target markets.
Results
Orangetheory has a corporate goal of hitting 500 new members during the grand opening phase. This number is the best predictor of a new location’s long-term success. All four new studios in Middle Tennessee achieved this goal.