Orangetheory Fitness lives and breaths through data.

Orangetheory Fitness lives and breaths through data.

“We give our members the voice of the brand, and our job in marketing is really to set the storyline. And the storyline we have given is how what you’re doing in the studio for one hour every few days is going to give you a much more vibrant life.”

Kevin Keith
Chief Brand Officer OTF

Orangetheory Fitness lives and breaths through data. If you go to one of their gyms, what you do doesn't stay at the gym. Their OTbeat technology track every detail of your performance. With that information, they can help you find your ideal shape based on your performance with a unique approach. 

The challenge

Their culture moves around data. So we are helping them to bring that data culture into their email marketing programs and customer acquisition channels. OTF's expansion is driven by its franchises, so our work needs to support an always-growing structure of businesses around the world

The Outcome

We are building a flexible marketing engine to support their franchises' marketing operations. No matter where the user is discovering OTF, we can now give them a personalized experience that starts from unique landing pages and a customized onboarding flow. These actions boosted OTF's conversion rate for bookings and show-up rate for trial classes. 

How we achieve this

Since our first discovery stage, we found the opportunity to optimize their SEO performance by optimizing some of their AEM modules. From that point, we in-depth into their digital experience, including their Adobe Analytics implementation and tagging structure. Once we achieved a solid foundation, we started to build the marketing engine that is powering their email marketing and personalization activities with Adobe Campaign. 

Orangetheory Fitness is a boutique fitness studio franchise based in Boca Raton, Florida.

Industry

Fitness

TEAM SIZE

+8200

Talk with an Adobe Expert
+82

NPS Score . We are working with OTF to build a digital experience resulting in long term loyalty of their members.

500K

New members. In 2021 OTF added 500,000 new members worldwide.

2.7X

First class bookings. A personalized onboarding flow that drives business results.

Main highlights

Improved accessibility, performance, and SEO scores
Improved sign-up and onboarding flow for new users
Unique landing pages flow for influencers.
Adobe Campaign architecture flows for: churn prevention, booking, support, and special offers.

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