Dive Brief:

• Orangetheory Fitness launched a new brand campaign platform entitled “Every Reason is the Right Reason,” according to a press release. The effort is the first under the group fitness company’s recent brand revamp.
• “Every Reason is the Right Reason” centers around the diversity of Orangetheory members and the multitude of reasons why they may go to the gym. The campaign will run across TV and digital channels and will also include a focus on local studio teams.
• The effort was developed by Orangetheory’s in-house brand design and content agency, Spark Studio. A campaign focused around inclusivity could help Orangetheory shore up additional interest ahead of the new year as consumers set fitness-minded resolutions.

Dive Insight:

Orangetheory, the heart-rate-tracking fitness program, is introducing a refreshed brand strategy and design system with its “Every Reason is the Right Reason” brand campaign and platform. The effort is aptly timed to the end-of-year period when consumers begin setting their New Year’s resolutions, with fitness-minded ideas topping the list for many. With a brand platform centered around inclusivity, Orangetheory could boost its profile among goal setters.

“We made a name for ourselves in heart-rate-based training, but with a more holistic, total-body focus now —including the introduction of Strength50 — it was the right time to resharpen what our brand stands for and how it stands out,” said Dave Long, co-founder and CEO of Orangetheory Fitness, in release details.

At the center of the campaign is a 60-second spot that shuffles through a diverse range of individuals as they explain why they’re working out at Orangetheory, from prepping their “revenge bod” to satisfying a love of friendly competition or wanting to take advantage of a free class intro offer. The campaign, which will span TV and digital channels, was developed with support from director duo Mister and production company Greenpoint Pictures.

The timing of Orangetheory’s campaign could help drive sign-ups during the New Year’s rush — 12% of all gym sign-ups happen in January, compared to an average of 8.3% per month for the full year.

Beyond its latest campaign, Orangetheory also plans to showcase its refreshed brand strategy — which centers around encouraging individuals to live a longer, more vibrant life — across touchpoints including in-studio environments, retail and digital platforms. The brand partnered with DesignStudio NY on its strategy and design work, per release details.

Orangetheory has often portrayed a sense of encouragement in its marketing. Last spring, the brand declared May 15 as “Mother’s Other Day,” a holiday meant to offer mothers a day to themselves informed by the insight that the majority of moms believe Mother’s Day is more stressful than the average Sunday.

Others in the fitness industry have similarly made inclusivity and encouragement a core element of their branding. Timed to the most recent New Year’s holiday, Planet Fitness teamed with Megan Thee Stallion — who played the role of Mother Fitness — for a campaign intended to break down fitness barriers. Last year, Peloton focused its brand refresh around real consumers to celebrate an array of body shapes, fitness levels and imperfections.