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Back to Personal Care & Wellness Public Relations

Orangetheory Fitness

As the agency of record for Orangetheory Fitness – a heart-rate-based, total-body group workout combining science, coaching, and technology to help members achieve desired results and live a more vibrant life – Coyne PR has been tasked to achieve cultural icon status by inserting Orangetheory into relevant pop culture conversations.

Otf Hannah2 — The annual influx of “New Year, New You” narratives never cease to inspire – yet, with all the fitness fads and resolution-driven promotions swirling around in the media each year, it can feel exhausting and unrealistic to maintain a new routine, leaving many people scratching their heads and wondering, “WTF?” Recognizing this created a barrier for consumers kickstarting their fitness journey, Orangetheory Fitness flipped this notion on its head, breaking through the media saturation and challenging the very root of the problem: “gymtimidation.” Alongside renowned comedian Hannah Berner, Orangetheory announced the “WTF is OTF?! Comedy Event,” an in-person and globally live-streamed comedy show that set out to reshape consumers’ perceptions of fitness by relating to what people are feeling at this time of year and answer the question age-old question, “WTF is OTF?!”

Otf Hannah3 — During her set, Berner roasted the fitness industry and the many clichés and fads that come along with it—ultimately poking fun at all the “fitness WTFs” out there, including Orangetheory itself. Berner’s experience transitioning from Division I athlete to comedian also offered a unique perspective on people’s complex relationships with fitness, allowing her to speak about how Orangetheory’s welcoming community has supported her on her fitness journey. Following the show, in-person attendees had the opportunity to participate in the brand’s signature Orange 60 workout alongside Berner because, after all, it’s better experienced than explained. The program’s impact resulted in millions of impressions across top-tier national publications, contributing to the brand securing the number one spot in the competitive share of voice and reinforcing the message that Orangetheory is more than just a workout. Overall, the event solidified the brand’s position as an industry leader, driving unaided brand awareness and inviting a whole new demographic to join Orangetheory’s supportive community as it sweats (and laughs) together.

Otf Mod — Orangetheory Fitness turned to Coyne PR to engage moms around Mother’s Day. Always tuned into its community, the team fielded a survey that unearthed a surprising truth: 54% of moms found Mother’s Day more tense than their typical Sunday. A staggering 82% wished for an extra day just for some self-pampering. Responding to this collective heartbeat, Orangetheory Fitness christened May 15, 2023, as “Mother’s Other Day,” envisioning it as a delightful encore to the traditional celebration. True to its spirit, the company went all-in. HQ employees, including mothers and mother figures, basked in an extra paid day off, indulging in whatever made them happiest. Across the nation, Orangetheory studios opened their doors for a free class, gifting every mom 60 minutes of uninterrupted “me-time.” The team also paired Orangetheory’s founder, Ellen Lathan, and Golden Globe winner (and new mom!) Gina Rodriguez to champion the “Mother’s Other Day” movement. Together, they inspired other companies to recognize and reward the relentless spirit of motherhood. This venture showcased how genuine insights, when paired with actionable innovation, can redefine traditions and create compelling narratives.

Otf Treadmill — When Orangetheory Fitness challenged Coyne PR to leverage a viral TikTok trend for a global audience, they found the perfect partner in TikToker Allie Bennett. This dynamic collaboration introduced her infectious #Treadmillstrut to Orangetheory’s vast network of more than 1,500 studios worldwide. But it wasn’t just about a name-drop; it was hands-on and Allie “got to stepping” and transformed her strut into a special-edition treadmill power walking class. With the added magic of music, fan-favorite DJ Truth crafted beats inspired by Allie’s own selections, the workout ensured every participant felt that irresistible urge to strut to the rhythm. The Coyne team orchestrated an exclusive media preview class in NYC to amplify the buzz. This event offered an elite crowd a firsthand experience of the #TreadmillStrut, led by Allie Bennett herself. The outcome? A staggering 722.5M earned media impressions, with highlights including a feature on “Good Morning America” for National Walking Day and mentions in prominent outlets like Page Six, Morning Honey and Club Industry. This collaboration showcased how a viral sensation can transition from screen to real-world success with the right mix of innovation, partnership, and PR expertise.

Otf Cmo — Coyne PR proposed the idea and brought it full circle when Orangetheory Fitness welcomed world-renowned artist, DJ and producer, Steve Aoki, as the brand’s first-ever “Chief Music Officer.” To build buzz around the year-long partnership, Coyne helped the brand host an exclusive media event at Orangetheory’s new NYC flagship studio where attendees experienced a preview of Orangetheory’s “All Out with Aoki” class with Steve Aoki deejaying the class live in-studio! In his role as CMO, Aoki is scoring heart-pumping soundtracks for 10 original workouts to debut throughout 2022. The partnership launch generated 3.9B earned media impressions in top publications including Yahoo Finance, Forbes, PopSugar, Men’s Journal, and more. This campaign launch was the top-performing month for PR in the brand’s twelve-year PR history.

Otf Britney — While the #FreeBritney movement around Britney Spears’ conservatorship captured the nation’s attention, Orangetheory – a female co-founded brand – celebrated a monumental step forward for Britney and all strong creative females who value their independence. The brand announced that participating studios nationwide would give all lucky “Britneys” a free class for a week in the wake of a big breakthrough for her battle for autonomy. Orangetheory coaches also celebrated by curating Britney-themed soundtracks to workouts for the week. Through earned media outreach, Coyne PR garnered more than 50MM impressions, including national news like Fox Business Online and NBC Right Now, and local TV news in markets across the country.

Otf Halloween — At Coyne, we’re always looking for timely news hooks to insert our clients into relevant conversations that authentically tie back to the brand. For the month of October, Coyne PR tied the spooky season together with the fitness space with a creative pitch that shared which Halloween candies can be used pre-and-post workout, securing coverage in Insider, Shape, and Yahoo.

Otf Psl — To celebrate the return of the iconic fall favorite drink, the pumpkin spice latte (PSL), Orangetheory Fitness sipped itself into the PSL buzz by introducing its very own PSL offering – a (P)ress, (S)quats and (L)unges workout where class participants enjoyed a PSL beverage on Orangetheory! The workout included a 300m push row in each block, press, squats and lunge exercise variations, followed by a 23-minute treadmill section to get fall fanatics heart rate up this season.

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