Privacy Policy Orangetheory Fitness Helping Orangetheory Fitness become best-in-class. Data-Driven Marketing • Lead Generation • Experience Design Sorry, your browser doesn’t support embedded videos. Play Video How can the right technology open the door for growth? Background As the fastest-growing fitness franchise in the world, Orangetheory had become so focused on members in the studio, they were missing key opportunities to expand and gain results across their digital platforms. They needed a complete transformation to more effectively target potential customers and engage current members in a whole new way. “ From the start it was an All Out effort, but Orangetheory needed a marketing technology platform capable of supporting our network. Razorfish made that possible. Todd Copilevitz Global Director, Content & Digital Marketing • Orangetheory Journey We brought together a team of fitness scientists, brand strategists, music producers, data analysts, UX designers, and creative directors to reimagine the brand’s digital experiences. With the capabilities of Adobe MarTech Stack, we built Orangetheory.com to use a more intuitive flow and capture leads for future members. The process included researching consumer behavior, producing more engaging content, and redesigning the entire experience to drive a free trial class offer. We also surprised members at the end of the year with a personalized, data-driven campaign that delivered annual workout stats to each and every individual through a custom, shareable music video. Data Beats used members’ average heart rates to create bespoke music tracks—a different song for every BPM. Personalized data optimization Mobile site redesign “ We’re constantly gathering new data—learning from it and using it to drive business growth for Orangetheory. Edward Gonzalez VP Strategy & Performance • Razorfish Outcomes The brand now has increased agility across all channels. In fact, during a global pandemic, we were able to use the new website’s flexible component design to create a microsite for at-home workouts in just one day—keeping members engaged and still attracting new users. And not only were members excited about the Data Beats campaign but so were the awards shows. Orangetheory’s marketing transformation has given them the power to evolve and generate seamless experiences for current and future members, as well as franchisees. 45K additional classes booked during week of launch 97% class attendance rate during week of launch 83% higher lead gen rate “ Our members around the world have a special place in their hearts for Orangetheory, now we have a digital presence worthy of their affections. Kevin Keith Chief Brand Officer • Orangetheory New York Festivals Creative Use of Data Campaign Creative Tech Awards Best Use of Data/Insights What are people saying? “ @orangetheory is a game changer. The staff, the workouts and the music are simply the best! @mortimergina “ This workout sounds awesome. Count me in. @ljg1277 “ Thank you @orangetheory for this amazing video. My heart made some kickass music. @thegradytrain See more of our work. World of Coke Museum Can an immersive experience help bring an iconic story to life? Porsche Engine Notes Can a sports car become a musical canvas? Pantone Studio App How do you empower the next generation of makers? Batiste Apartments How do you introduce an all-new type of haircare product? Vornado World’s Largest 4K Screen How do you get attention in Times Square? Alfa Romeo Crashing Bimmerfest How do you compete when competitors spend 5x more on marketing? Dove Project #ShowUs How can a brand truly change a systemic issue that impacts women worldwide? Cadillac Rise How do you breathe new life into an iconic company? Denver Botanic Gardens How do you create an exhibit that’s a natural extension of nature? Reinventing Viviscal How do you change the conversation on women’s hair loss from hopeless to hopeful? Celebrating 5 Years with Patrón How do you make digital feel handcrafted? How can we help? Work with us masks save lives Headquarters 375 Hudson Street Floor 9 New York, NY 10014 Say Hi hello@razorfish.com Social You can always find us on social. ©2021 Razorfish · All rights reserved · Privacy · Terms & Conditions