Orangetheory Fitness is considering a shift in its marketing strategy as the digital marketing landscape continues to fragment. After 14 years in business, the fitness brand is focusing on brand-building tactics that complement its traditional performance-focused activities. The challenge is to balance sales-driven performance marketing with strategies to increase brand awareness and affinity.
David Chriswick, Orangetheory’s Senior Vice President of Brand and Communications, acknowledges the increasing difficulty for brands like Orangetheory to stay noticeable online. According to Chriswick, the goal is to develop a healthy sales pipeline while preparing for the future. As part of the brand awareness initiative, the company recently hired comedian Hannah Berner for a campaign that includes a comedy event and in-person workout livestreamed on TikTok.
About 75% of Orangetheory’s current media budget goes to performance marketing, leaving the rest for brand building and experimentation. Notably, the company spent over $11.8 million on media in the previous year, according to Vivvix. Though exact figures and comparisons with the past year’s spending are not provided, Chriswick says the company aims to be “more scientific” regarding the ideal balance between performance and brand marketing.
The fitness brand plans to enhance its social media presence, especially on TikTok, where it already boasts over 14,000 followers. However, there are no details available right now about what these social media efforts will entail.
Claire Russell, Head of Media at Fitzco, asserts the growing need for creative ways to engage with audiences and enhance brand visibility. This shift is challenging for performance-oriented marketers due to the difficulty in measuring the impact of brand marketing comparable to performance marketing.
Chriswick agrees that while Orangetheory is a performance-driven brand, it values innovation and is open to trying new things. In his view, the future of the company hinges on brand marketing and performance marketing working together. He emphasizes, “There’s no healthy long-term unless there’s a healthy short-term.”
Source: As competition stiffens in digital marketing, Orangetheory Fitness reconsiders performance spend }}
