Reenergizing A Global Fitness Movement
Client:
Virgin Group
Year: 2024-2025
Role: Visual Designer
Team:
In 2010, Orangetheory created a new fitness phenomenon by combining community and coaching with science and technology. Since then, the franchise network has expanded to over 1,500 studios, offering heart rate based workouts to thousands of members around the world.
But the fitness industry changes fast. New boutique offers have saturated the market. New technologies help people understand their body better, and new wellness trends promise more ways to get fit quick. Despite a loyal following, and a powerful product, Orangetheory was finding it increasingly difficult to tell its story. To continue to grow, Orangetheory turned to DesignStudio to help clearly express itself, energize its network and regain its spark.
The Orangetheory workout was created to increase metabolic rate and burn more fat. But after spending time with dozens of members, coaches, and employees, we saw the magic of Orangetheory was in helping all fitness levels feel better, for longer. So we refocused the brand’s positioning: Orangetheory is the antidote to today’s expensive, exclusive and exhausting fitness landscape — a brand designed to energize everyone.