Making an Enemy of Boutique Fitness

Description:

Today, modern fitness is built primarily for the few, with boutique brands at one end and big box gyms at the other, with very little in between. As the interest in general health and wellness continues to grow, Orangetheory is looking to democratize fitness, bringing science-backed solutions to a broader, diverse population with the goal of helping more people live longer, more vibrant lives. We discuss the changing fitness landscape, how Orangetheory thinks of itself as a challenger brand, and what tactics we are applying to build a unified brand experience through their franchisee network.