STCO 546 LIBERTY UNIVERSITY Orangetheory Fitness Social Media Analysis_ASSIGNMENT_2024.pdf

Orangetheory Fitness Analysis 1

Orangetheory Fitness: Social Media Analysis

Dameon L. Robinson

Liberty University

STCO 546: Effective Media

Professor Heather Stilwell

February 11, 2024

Abstract

The fitness industry is one that has been constantly growing and evolving in recent years.

strategies that this entity utilizes

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Introduction

When evaluating the social media strategy of an organization or entity, it is important to

dig into the brands’ history and analyze its practices. Orangetheory Fitness is a large workout

studio chain that delivers a sixty-minute, high intensity interval training, heart rate based

workout. Overall, its members enjoy the experience for the intense workout and the coaching

aspect of the workout (Marlucci, 2024). There are over a thousand Orangetheory studios in the

United States, however, this research paper will focus on the location in Smyrna, Georgia. The

purpose of this paper is to give a detailed analysis on Orangetheory and its social media practices

at this specific location. As a member of Orangetheory Fitness, some of the analysis given will

Orangetheory Fitness Analysis 3

Latham had owned a pilates studio called “Ellen’s Ultimate Workout” since the 1990s. After

continued complaints from members about not burning enough fat, Latham used her knowledge

on afterburn and wattage power to create the ultimate workout designed for burning fat,

increasing energy, and boosting metabolism (Cording). After rebranding to Orangetheory in

2010, Latham began expanding the workouts and locations of the studios. Today, there are over a

thousand Orangetheory studios across the nation.

According to Tuten (2021), the purpose of a business is to create customers who create

other customers (p. 21). One of the biggest drawers to the Orangetheory Smyrna Instagram page

is their commitment to being inclusive with their members. Upon scrolling down their pages on

some of the biggest media networks, it was evident that Orangetheory prides themselves on

community as a means to encourage others to join the community. One of the aspects of

Orangethoery’s media sites is the lack of history of the company that is accessible on their pages.

Oftentimes, people look into the background of the company due to interest and intrigue. Some

even like to ensure that the owners of all corporations they associate with have beliefs and values

that align with their own (Dolan et al., 2019)

One of the biggest aspects of the Orangetheory experience are the heart rate monitors.

Available for purchase, the heart rate monitor tracks the percentage the heart is being utilized and

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that not only the members are experiencing an intense and safe workout, but their needs are met

is top priority at ORangetheory. According to their Instagram page (@otfsmyrna), Orangetheory

puts a strong emphasis on community and engagement. The social media team often highlights

members in their posts and stories. They often post content relative to members birthdays and

milestones accomplished in the class. Similar to the critique regarding easy access to history on

Orangetheory, there should be more information for aspiring members to access. For example,

the page features stories under different tabs that are accessible at first glance. There are lots of

different tabs, however there is no tab with basic information such as what Orangetheory is,

pricing, and other introductory information.

Where Orangetheory in Smyrna’s Instagram page does well is create posts that relate

specifically to members. They post often which increases their engagement. Tuten (2021) defines

engagement as “a psychological state that occurs through interactive, co-creative consumer

experiences with a focal agent/object (p. 89). More engagement allows the page to reach more

users’ algorithms, drawing more non-members to the page (Shahbaznezhad et al.,p. 50).

Orangetheory workouts are scheduled, one hour classes with set times every day of the week.

Having a consistent schedule allows for continuity with when the members are taking class.

Many members tend to meet each other and build relationships where they are not only working

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that the location and market size in the Atlanta area is based on convenience. One of the biggest

perks of being a member of Orangetheory is the luxury of being able to visit any studio in the

country. With the premier (unlimited classes) membership being priced at $179, it is no surprise

that price is a factor in the majority of members being more upper class citizens (Morlacci,

2024). One of the reasons Orangetheory tends to have less young adults as members could also

relate to the environment they provide. All gym classes are coached and instructed, which may

not be the best option for younger adults who believe they do not need to be instructed. The

reason the baby boomer demographic is smaller is because of the high intensity training that

Orangetheory provides. High intensity interval training can be challenging for older individuals

(Atakan et al,., 2021).

Psychographics deal with psychological, sociological, and anthropological traits. It also

answers the “why?” questions (Tuten, 2021). From a value perspective, Orangetheory members

may enjoy the close-knit community aspect of the studio. The staff members are encouraged to

learn the members names and build rapport with them as well. A common problem with some

people is the missing aspect of the individualized training with coaches one on one. However,

the coaches are trained to be easy going and will take extra time to provide extra attention.

Becoming more fit is a huge motive for members, and the intense workout allows members to

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and that mutual interest of fitness, this dynamic enables for easy talking points in conversations.

Members are urged to arrive early in order to reserve a station in class (Orangetheory® Fitness,

n,d.).

While Orangetheory is prevalent on popular networks such as Facebook, X, and

LinkedIn, Instagram is the app where the Smyrna location is specifically very active. Since

Orangetheory is a chain, it is beneficial to that location that aspiring members can find out

information from Orangtheory’s official page that represents all studios. The Instagram page has

recently been promoting a transformation challenge, a challenge where members can take an in-

body composition analysis. After finding out their muscle mass index and body fat percentage,

members then participate in a minimum of three workouts a week for six out of eight weeks

during the challenge (Orangetheory® Fitness, n,d.). Their Instagram page has been updating

their stories daily with members posting their progress. Member involvement in this fashion is

helpful to encourage other members to consistently participate in the classes. Orangetheory often

posts leaderboard statistics as well, even breaking them down by age and gender. Since

inclusivity is a large value that Orangetheory has (Orangetheory® Fitness, n,d.), breaking down

the stats by gender and age allow for more members to be highlighted. That recognition can

Orangetheory Fitness Analysis 7

body fat or gain muscle mass in two months. People tend to be motivated by others around them,

even when subconsciously (Yale School of Management, 2021). While specific results of the in-

body scans are kept between the member and the staff, members have the option to share their

results and work together to achieve their results. In the midst of the challenge, members are split

into different teams and have the option to participate in different ways to earn points for their

team. For example, the first week’s challenge was to post an Instagram story with someone from

the same team after a workout. Not only does this idea allow for members to get to know one

another, it also increases engagement with the Orangetheory Instagram page. The transformation

challenge is an excellent service that contributes to the marketing of the company.

Comparison to competitor

Pure Barre is a boutique fitness studio that also has had many studios in the Atlanta

Metropolitan Area. Similar to Orangetheory, it offers a free introduction class to experience the

workout before signing up for a lucrative membership. The nearest studio to the Orangetheory in

Smyrna is the Pure Barre location in Vinings, Ga. Their Instagram page (Pure Barre Vinings,

n,d.) features information in the biography stating that the first class is free. It also contains an

emoji that points to a link that takes the user directly to their website. This is an improvement

from the Orangetheory location, and Pure Barre has made it easier for vital information

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Tuten (2021) described the phases of social media marketing for companies. He

proclaims there is a difference between using social media and actually having a social media

marketing strategy (p. 113). Pure Barre and Orangetheory are advanced enough to be considered

in the strategic phase (p. 114), where companies are developed enough to have clear social media

marketing plans with clear objectives and metrics. It is evident that these two gyms, like most

fitness companies, use lively and vibrant colors on their pages. Having pages with visual

aesthetics is proven to draw more people to scroll down social media pages (Dolan et al,. 2019).

Since boutique fitness studios make up over 30% of the fitness industry (Hambrick,

2017), marketing is key to helping that number continue to grow. Both studios utilize sales

tactics in order to help increase membership numbers. Orangetheory and Pure Barre have a

system of leads that they continuously follow up with. The overall goal is to get members

booked for their first introduction workout, absolutely free of charge. After experiencing their

first workout, aspiring members typically have a general idea on whether or not a membership

purchase would be beneficial to them. Common objections include pricing (both studios have

membership packages of over $150), lack of time to commit, needing more time to think about

it, and other reasons.

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the future.While providing an excellence workout with proven, fast results back by science,

Orangetheory in Smyrna continues to be a beacon for health, inclusivity, and positive community

engagement.

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