- Orangetheory Fitness has launched a virtual fitness platform that allows users to conduct livestream classes at home.
- Today 90% of the studios are open and 70% of members have returned for face-to-face classes.
- Orange theory classes are more difficult to replicate at home because they require multiple pieces of equipment.
- You can find more articles on Insider’s business page.
Orange Theory Fitness is steadily rebuilding its business in the wake of the pandemic wages, but it hasn’t been easy.
For one, unlike other gym workouts, Orangetheory’s Bootcamp class requires multiple expensive machines, making it more cumbersome for consumers to replicate at home. While fitness companies like Peloton or Row House call for a single piece of equipment – and therefore just a big investment – orange theory workouts typically include a treadmill, an indoor rowing machine, free weights, resistance bands, and a heart rate monitor.
Today 90% of the studios are open and an estimated 70% of members have returned to practice. According to Kevin Keith, Orangetheory’s chief brand officer, this rate is “rising rapidly” due to increased access to vaccinations.
Recently, the company also decided to give it a try virtual fitness The new service is available via desktop and mobile on the Orangetheory website and gives members access to streaming courses, including new workouts designed to use the time and equipment available to users at home.
Orangetheory members who choose Live will have access to in-person courses and streaming courses. The prices for this vary depending on the studio location.
Keith said more than 450 of the company’s 1,200 studios in 26 countries offer livestream workouts. These studios publish a total of 3,000 workouts per day for home users.
“The studio experience really is the core, but Orangetheory Live gives our members more options,” Keith told Insider. “When one day the pandemic is behind us, Orangetheory Live will be a vital part of our value proposition and what it means to be a member. It will give our members the opportunity not only to be in the studio.”
The art of heart rate monitoring at home
While it can be difficult in the increasingly crowded digital fitness marketAccording to Keith, Orangetheory Live stands out for its focus on heart rate monitoring, which is also a central part of personal class. During a session, individuals are instructed to adjust their performance to achieve different heart rate zones indicated by the color, with orange indicating the highest level of performance.
“”[Live gives members] An interactive way to experience this coaching and community from home and still get your heart rate monitoring performance in real time, just like in the studio, “he said.
In addition to conducting extensive beta testing with existing members, Keith said Orangetheory worked closely with Amazon Web Services to develop a home program that would effectively sync with the brand’s “OT Beat” heart rate monitors. The OT Beat acts as a wrist-worn monitor and is available for $ 109 on the Orangetheory website.
Orangetheory also ran training courses to teach trainers how to lead classes in a virtual environment and for tips on navigating the nuances of teaching online. Keith says there are currently more than 700 trainers trained to lead Orange Theory Live classes.
“It’s different from the studio,” said Keith. “It requires an even more energetic personality and the ability to connect with a member who is not physically with you but is practically there. Interactivity was something we learned was absolutely crucial.”
An orange theory trainer leads a group through treadmill exercises.
Bring members back to the studio
Orangetheory declined to provide financial details on its online and traditional memberships. However, as the company works to grow its online fan base and steadily bring employees back to its brick and mortar locations, it is also looking to strengthen other sources of income, including the retail business.
Although the company has long sold its own merchandise and apparel on its website, it recently partnered with Lululemon to develop a collection of workout apparel Success of the sportswear company during the pandemic.
“We listened to our members and noted their favorite brands,” he said. “We have our own retail products that have been very successful, but we also wanted to keep them fresh and encourage innovation through strategic partnerships.”
Keith said the company will also look to expand its connected fitness offering by selling more of its OT Beat heart rate monitors, which track personal information in the associated Orange Theory app. Apple Watch users can also connect to the app so that members can better access it at home.
Looking ahead, Orangetheory plans to double its focus on heart rate monitoring as a key differentiator between itself and competitors like Barry’s Bootcamp. With the help of newly appointed Chief Analytics Officer Ameen Kazerouni, the company is investing in new ways to better personalize and customize workouts using its extensive data collection.
“We’re really focusing this year on using our data more strategically and proactively for members so they can get more insight into their workouts with us,” he said.