Orangetheory Fitness

Converting Online Leads into Fitness Enthusiasts: A Journey from Clicks to Memberships

About Orangetheory Fitness

Orangetheory Fitness is an international franchise of fitness studios with over 1300 fitness studios open globally. In 2015 the brand’s expansion plans brought the first studios to Canadian soil. When it came to expanding into the Canada market Orangtheory chose H2O as their digital agency of choice.

The Challenge

In 2016, H2O began working with Orangetheory studios aiming to establish brand recognition and drive local-level lead generation. Orangetheory faced the challenge of differentiating itself in the competitive fitness industry, where gym-goers are bombarded with options. While boasting a unique and effective fitness concept, the brand needed to amplify its message, reach a new Canadian audience, and convert online interest into actual foot traffic to their studios across the country.

The Solution

Strategic Social Media Engagement

Leveraging the visual appeal of fitness, we developed a robust social media strategy to showcase Orangetheory Fitness’s high-energy workouts, success stories, and community spirit. Engaging content across platforms like Instagram and Facebook cultivated an online community, fostering brand loyalty and driving member referrals.

Hyper Local Paid Advertising

In our quest to hype up lead generation for each Orangetheory franchise, we executed a game-changing strategy: hyper-local highly targeted social media ad campaigns tailored to the unique essence of each community. Our approach went beyond the generic, offering a personalized digital experience that resonated with potential members on a local and community level.

Localized Landing Pages

In our pursuit of optimizing lead generation for Orangetheory Fitness, we embraced the power of targeted landing pages, and the results speak for themselves. By leveraging customized landing pages, we unlocked a dynamic avenue for engaging potential members at the local level. These tailored pages allowed us to craft a personalized narrative, showcasing the unique offerings of each Orangetheory studio.

Services Provided

  • Social Media Ads
  • Google Search
  • Retargeting
  • Conversion Rate Optimization (CRO)
  • Funnel Optimization
  • Landing Page Design and Development
  • Marketing Campaign Strategy

The Result: A Hyper-Local Revolution in Lead Generation

H2O proudly serves as the premier Agency of Record for OTF Canada, working closely with a nationwide network of 100 individual franchisees. Our collaborative efforts extend beyond merely overseeing operations; we take the lead in orchestrating successful presale studio launches for upcoming locations. This strategic partnership ensures not only the seamless introduction of new studios but also the ongoing management of operational ones. The outcome is a steady and substantial flow of qualified leads each month, a testament to our unwavering dedication to fostering enduring success for OTF Canada.

Quick Stats

  • Average ROAS 7.6X
  • Web leads-to-member-conversion 39%
  • Average Cost Per Lead (CPL) $25
  • 97% of studios meet presale membership targets

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