Americans desperately want to change their lives, with over over half claiming they’re stuck in a rut. And 50% have been holding onto the same aspiration or goal for over 10 years, but haven’t been able to make the change they so desperately seek.
The Orangetheory studio is a unique place in the fitness category—it’s a place where change actually happens. Real, tangible change in the lives of hundreds of thousands of our members. And not just the physical change that the industry has fetishized for decades, but the holistic change that impacts your life experience—more energy, more strength, more confidence, more optimism, more vibrancy of life.
The goal of the 2020 evolution of the “More Life” platform for the brand was to put our stake in the ground as the brand that can deliver more results that helps everyone achieve this holistic, impactful change in their life. We wanted to show what that life-change looks like (it’s not always a six pack and a bikini), and we wanted to give our passionate members something tangible to show their friends and family when they were trying to get them to come along to a class.
When you’re a passion brand with 1,000,000+ members, advertising isn’t all about speaking directly to new prospects. We believe it’s equally important to speak to our members, energize them, and give them content and messaging that they can regurgitate to all of their friends and family. Our members are truly our greatest lead gen tool. They always have been.
Creatively, we needed to make work that spoke to our members, related to them and their experience, and energized them to share it with a friend.
And then for the friends that they shared the campaign with, we needed them to immediately understand that Orangetheory is a unique place that focuses on change coming true, by ensuring that the work put in in the studio translates to their lives outside the studio.
The result is “Welcome To More Life,” a heart-pounding new brand campaign for the fastest-growing fitness franchise in the world that emphasizes energy & lifestyle benefits over physical change.
With a dynamic, invigorating match cut cinematic approach to all storytelling, we exemplified how simple actions in the studio (like a jump squat) translate to powerful life moments (like lifting your grandson on your shoulders on the 4th of July).
Look at the reaction on the Orangetheory Reddit (not brand moderated), and you’ll see why the campaign worked—it spoke to members because it felt exactly like the experience they’re always trying to tell their friends about but sometimes can’t find the right words for. And for almost all of them, it’s an emotional experience. Their lives are truly changing here, it’s something they all share together as a community.
As a result of the campaign, Orangetheory (a franchise retail business), saw comp sales rise 8.3%.
But we also saw powerful results on our softer KPI—members getting more passionate about the brand.
“Okay, this commercial has me tearing up. I went from hating my body in a size double zero and scarily underweight to being a size 12, muscular, stronger than ever, and starting to feel proud of my body. All of this in a little over a year. All of this because of OTF. 🍊🧡”
“This actually nails why I go to OTF - for the strength, energy, ability to move through my day and keep up with my dog and 4 year old.”
“Love this! Is it weird that I’m tearing up? Medicine ball tricep extensions have made it easier for me to lift boxes overhead at work. Those dang bench toe taps have prepared me to step down from the counter when I’m deep cleaning my kitchen cabinets. Miles on the treadmill make it easy for me to walk all day at the theme park with my kids.”
“Thank you so much for not focusing on food and weight loss!!!! F diet culture! We workout for a life we want to be present and strong in!”
Orangetheory now has 1,200 studios in 49 states and 22 countries • Systemwide revenue surpassed $1 billion in 2018 • 60% increase in same-store leads • Social engagement: Up 619% • Facebook shares: Up 223% • Twitter retweets: Up 211% • Instagram comments: Up 1,422% • Same-store sales: Up 14%