Orangetheory Fitness Uses Data to Make Fitness Fun

December 3, 2018

By Crystal Albanese


Created in 2010, Orangetheory Fitness (OTF) is one of the fastest growing franchise businesses in the United States today. By offering a more personal experience to group training workouts utilizing user data, the company has created a loyal following that keeps its members coming back and recommending it to their friends. How did it grow so quickly in under a decade? We spoke to Chief Brand Officer Kevin Keith in the lead up to his presentation at the 2019 ANA Brand Masters Conference to learn more. Here's what he shared on OTF's explosive growth, staying different in a competitive market, and keeping members loyal.

Q. Orangetheory Fitness is a relative newcomer in the fitness scene. How did it get started and how did you grow so quickly, so fast?

Orangetheory was started by our creator and co-founder, Ellen Latham, whose vision was to bring legitimate science to fitness. Most fitness brands offer one-size-fits-all workout programs. Orangetheory provides a program for people of all fitness abilities, which really makes the brand accessible to everyone.

Q. How did you differentiate your offering in such a competitive market?

Orangetheory offers a unique trifecta of science, coaching, and technology. Most boutique fitness brands hit on one or two of these components, however, we've been able to pull all three together to help members achieve real results. We ultimately exist to give people a longer, more vibrant life both inside and outside of our studios.

Q. How do you keep your members loyal to the brand?

We keep members loyal to the brand through a variety of member program offerings, technology innovations to track their personal performance/results, and the amazing community our studios cultivate. 

Q. As a franchise brand, how do you maintain consistency at all locations?

We provide the highest standards of training and certification in the category for our coaches and offer ongoing training and education for our network of franchisees in all areas of the business. We have online classrooms, in addition to several in-person events we host throughout the year to educate. Our workout templates for each day are never repeated, however, we keep them consistent across all locations. Each month, the fitness team at our headquarters launches them via webinar to the larger coaching staff.

To learn more about how Orangetheory Fitness uses data to drive the member experience, join Keith at the 2019 ANA Brand Masters Conference, February 27–March 1, 2019, in San Diego, Calif.


Crystal Albanese is a senior manager of committees and conferences at the ANA.

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