Raising the bar

Orangetheory Fitness is a great example of a business that has adapted effectively to current realities. The boutique fitness franchise operates over 1,300 locations around the world.

At the onset of the pandemic, it closed all brick-and-mortar studios in accordance with applicable distancing and stay at home orders.

Then, the company shifted to publishing free Orangetheory At Home™ virtual workouts promoted via branded and non branded search marketing campaigns. This approach has enabled Orangetheory to help members and non-members stay active, energized, and healthy while promoting a strong sense of community.

With people slowly re-adjusting to life as we know it, Orangetheory is once again making it clear how they’re keeping customers safe. Their safety protocols range from the obvious (low-occupancy rates, regular disinfecting) to the commendable (medical advisory board, constant heart rate monitoring, etc.). All of this is detailed on their website as part of their Back to Base concept.

(Note: I am not affiliated with Orangetheory. This post was meant to illustrate an example of marketing best practices during a downturn.)