Orangetheory Fitness Has a Reason for Everyone to Join in Energising Rebrand

Orangetheory Fitness, the global leader in science-backed, technology-tracked group fitness, has 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, centred 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 and 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 energise 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. “Celebrating that seemed fitting for this first expression of our revamped brand strategy and design. We made a name for ourselves in heart-rate-based training, but with a more holistic, total-body focus now - including the introduction of Strength50 - it was the right time to resharpen what our brand stands for and how it stands out.”

Orangetheory partnered with DesignStudio NY on the brand strategy and design work and beyond campaigns has plans to continue rolling out the more vibrant and dynamic look and feel across the total brand experience, including in-studio environments, retail, and digital platforms. This modernised identity reflects the brand’s reputation for being an energising experience due to the combination of metabolism-boosting workout designs, coach-inspiration, and spirited communities.