A new ad campaign kicks off a new era for Orangetheory that will include refreshed branding inside studios and across digital channels
Orangetheory Fitness is changing with the times. The iconic group fitness brand is rolling out a new campaign, “Every Reason is the Right Reason,” which will serve as the springboard for a broader rebranding strategy that includes a refreshed color palette, new digital designs and in-studio changes.
“Every Reason is the Right Reason” is highlighted by an upbeat, 60-second ad spot that celebrates the different reasons people have for wanting to work out at Orangetheory – from shedding a few pounds before a wedding to regaining strength after pregnancy.
“This campaign is about celebrating the diversity of our communities and the personal journeys of every member,” David Chriswick, senior vice president of brand and communications for Orangetheory, said in a statement. “Fitness is deeply personal, and we’re here to meet people where they are – whether they’re looking for a life-changing transformation or just want to fit into those old jeans again.”
“This campaign reflects our inclusive ethos and will energize more people to want to experience Orangetheory,” Chriswick added.
Orangetheory’s New Look & Feel
The campaign kicks off what OTF is calling a “renewed brand strategy” that will include not just TV and digital ads but a refreshed design inside studios, in retail spaces and across digital channels.
Orangetheory will keep its classic splat logo design, but the brand will update its color palette, typography and iconography, and will incorporate what it says is a warmer, more energized photographic style.
OTF plans to roll the updates out gradually across the entire brand experience, starting with marketing and digital experiences, including on its website. In time, the brand will make additional design changes as part of a phased approach, including updates to in-studio environments.
Speaking to Athletech News, Chriswick said the new brand strategy comes in response to shifting consumer preferences for group fitness following the pandemic.
“Staying fresh and relevant in fitness is critical,” Chriswick told ATN. “In-person group fitness has rebounded well since COVID, but the landscape has evolved: the category isn’t the same, there are new alternatives and consumer expectations have shifted.”
The Evolution of a Fitness Giant
Co-founded by CEO Dave Long in 2010, Orangetheory has become one of the biggest brands in fitness thanks to its heart-rate-based group workouts. While heart-rate training remains part of OTF’s signature Orange 60 class, the brand has sought to strike a more inclusive, total-body-workout chord as of late, adding Strength 50, a strength-training class, and Tread 50, a treadmill-based class.
The new branding comes on the heels of Orangetheory’s merger with gym giant Anytime Fitness, which saw the creation of Purpose Brands, a holding company that will run OTF, Anytime and several other fitness brands.
Orangetheory currently counts more than 1,500 franchised studios in 25 countries, but Purpose Brands executives believe the brand has much more room for expansion, especially internationally.
“What we love about the ‘Every Reason is the Right Reason’ campaign is that it’s not a one-and-done initiative,” Chriswick said. “It’s a long-term platform with breadth and longevity. It works across the funnel – from top-of-mind awareness to lead generation – and accommodates a wide range of strategic needs.”
“These include human storytelling as well as educating audiences about Orangetheory’s key differentiators: its total-body workout, the variety of equipment and the coach guidance, and our proprietary technology, the OTconnect platform, that set us apart,” he added.
Orangetheory developed the campaign through its new in-house brand design and content agency, Spark Studio, with help from director duo Mister and production company Greenpoint Pictures. The fitness brand worked with DesignStudio NY on the overall brand strategy plan.
