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Orangetheory Fitness

INJECTING THE HIGH-INTENSITY AMERICAN BRAND INTO THE BRISBANE MARKET

2019

CLIENT — Orangetheory Fitness

FOCUS — Launch Marketing Strategy, Video Content, Social Media Advertising, Graphic Design

ASK

Orangetheory Fitness (OTF) is an innovative model centred around group training and community. An expansive network of studios exist in the USA with Australia beginning to catch on to its infections model. LITTLEMIDDLE was tasked primarily in producing video content to be used as ads. The ambition was to inform the local cohort of how this innovative model worked and why they should at least give it a try.


THINKING

OTF is as much about community as it is about the revolutionary fitness model. Gyms and other institutions to date have left members wanting. The ability to keep members motivated and engaged allows for longer subscription periods and reducing operational costs with finding new members. The unique aspect of OTF was that once a part of the community, people didn’t want to leave. LITTLEMIDDLE simply observed this revolutionary community and shared their story with those who were unaware.


SOLUTION

By developing a consistent stream of video content supported by AI ad buying technology, we were able to target and retarget 90% of the local audience within our client’s budget. Within a year the facility had enough members not only to build a loyal community but to have the owners in the black.

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Team

PROJECT LEADS — Tomas Ryan, Demetri Conias

FROM THE CLIENT

I have enjoyed working with Little Middle over the years with multiple ventures. Particularly the creative collaboration from early brainstorming, all the way though to the final product. They know how to get things done quickly, to the budget, without compromising on the final product. Their eye for creative is high class.