Case Study: Orangetheory Fitness Connecticut

Science-backed workouts. Community-driven results.

About Orangetheory

Orangetheory Fitness (OTF) is a global fitness brand built around a science-based, high-intensity group workout model. Known for combining technology, coaching, and community, Orangetheory helps members achieve measurable results through data-driven fitness.

In Connecticut, the local OTF franchise network wanted to elevate member engagement, strengthen retention, and improve communication across digital and in-person channels.

The Challenge

Even with a strong global brand, local studios needed:

• Consistent social media management that reflected the OTF brand while showcasing local personality.

• Email marketing to re-engage inactive members and promote special events.

• Customer service training to align teams with brand tone and community values.

• Event marketing to strengthen member loyalty and attract new sign-ups.

Our Approach

XbrandLabs partnered with multiple OTF CT studios to develop an integrated marketing and engagement plan:

1. Social Media Strategy & Management

• Created content calendars with branded visuals, studio highlights, and member success stories.

• Managed local Instagram and Facebook pages to build community engagement.

• Promoted challenges, class schedules, and instructor spotlights.

2. Email Marketing

• Designed targeted email campaigns for promotions, milestone celebrations, and reactivation of paused members.

• Improved open and click rates through personalized content and segmented lists.

3. Customer Service Training

• Developed in-studio communication workshops focused on empathy, consistency, and retention.

• Trained front-desk and coaching teams to reflect OTF’s high-energy, motivational tone.

4. Event Coordination & Promotion

• Supported local community events, charity workouts, and open-house activations.

• Managed pre-event promotion, content capture, and post-event engagement.

Results

✅ Increased social media engagement by +78% across CT locations.
✅ Boosted email open rates by +32% through improved segmentation.
✅ Enhanced member retention with stronger customer experience training.
✅ Elevated brand visibility through consistent local event presence.

Key Takeaways for Fitness & Service Brands

• Local personality matters. Even big franchises thrive when content feels community-driven.

• Email is still powerful. Direct communication keeps members connected between workouts.

• Customer experience = retention. Trained staff and unified messaging drive loyalty.

• Events create energy. In-person activations build community and word-of-mouth growth.

Services Used

• Social Media Management

• Email Marketing

• Customer Service Training

• Event Marketing & Activation