Orangetheory Fitness launches new brand campaign

Orangetheory Fitness, the global leader in science-backed, technology-tracked group fitness, announced the launch of its new brand campaign platform, Every Reason is the Right Reason. 

This campaign marks the first public-facing expression of Orangetheory’s renewed brand strategy and refreshed design system, centered on its promise of energising everyone to live a longer, more vibrant life.

The Every Reason is the Right Reason campaign celebrates the diversity and individuality of members across Orangetheory’s 1,500+ studios worldwide and the countless personal motivations that bring them through its doors, and keep them coming back. Whether it’s to prepare for an upcoming event, boost everyday energy, or simply escape the daily grind for an hour of “me-time,” the campaign highlights Orangetheory’s belief that whatever gets someone working out works for us.

“This campaign is about celebrating the diversity of our communities and the personal journeys of every member,” said David Chriswick, SVP of Brand & Communications. “Fitness is deeply personal, and we’re here to meet people where they are, whether they’re looking for a life-changing transformation or just want to fit into those old jeans again. This campaign reflects our inclusive ethos and will energize more people to want to experience Orangetheory.”

Developed by Orangetheory’s newly formed in-house brand design and content agency, Spark Studio, with support from director duo Mister and production company Greenpoint Pictures, the campaign will run across TV and digital channels. Playbooks will empower local studio teams to co-create and share their content to engage members further, driving community participation and connection. 

“Our product experience continues to evolve with consumer demand and new technology, helping us stay ahead in the industry, but what remains the same is the energising power of our community,” said Dave Long, co-founder and CEO of Orangetheory Fitness.