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Orangetheory Fitness, Growth Through Digital Transformation
Overview
A case study on how Orangetheory Fitness increased member signups by 25% after Outliant’s digital transformation
OrangetheoryⓇ Fitness (OTF), a leader in the fitness and wellness sector, offers a heart rate-based, total-body group workout that combines science, coaching, and technology to help members achieve their desired results and live more vibrant lives. Founded in 2010 in Boca Raton, Florida, OTF is one of the world’s fastest-growing franchise companies with more than 1,500 studios in all 50 U.S. states and 24 countries. And the partner they trust to lead their digital transformation is Outliant.
With a goal to increase online memberships and improve booking metrics at the start of 2023, the OTF team partnered with Outliant to completely overhaul their digital platform, modernize their tech infrastructure, and enhance their user experience.
Webflow, Snowplow, Mixpanel, Iterable, VWO
The Challenge
Meeting the Needs of a Modern Fitness Operation
Orangetheory Fitness (OTF), recognized globally for its innovative and science-backed fitness programs, faced significant technological challenges that were hindering its growth and customer engagement. As a leader in the fitness and wellness industry, OTF needed to adapt to the rapidly changing digital landscape to stay competitive and meet the evolving expectations of its members.
OTF’s primary challenge was an outdated tech stack. The company’s existing systems were built on legacy technology that no longer met the needs of a modern fitness operation. Specifically, OTF’s customer acquisition and retention were being impacted by an inefficient online membership system that was not user-friendly. Booking classes was cumbersome, which led to a poor customer experience and lower conversion rates from trial classes to long-term memberships.
Another significant hurdle was the lack of robust analytics. OTF’s inadequate reporting tools struggled to deliver actionable insights from customer data, which made it difficult to track member engagement and optimize marketing strategies effectively.
Moreover, with the increasing importance of data privacy and security, OTF needed to ensure that its digital platforms protected member information and complied with legal and industry standards. The company’s existing systems were not equipped to handle these requirements, posing a risk to both compliance and member trust.
By teaming up with Outliant, OTF was able to streamline its operational processes, ensure compliance, and transform its tech stack from end to end.
Our Approach
A Complete Technology Transformation
Outliant led a strategic overhaul that resulted in a number of transformative outcomes for Orangetheory Fitness.
The Solution
Recognizing the complex challenges faced by OTF, Outliant embarked on a meticulously planned journey to complete their digital transformation.
The Phases
Website Migration and Global Localization
Custom Software Development
UI and UX Design
Technical Implementation
Growth Marketing
Legal, Compliance & Security
The Results
The Impact
Elevated Member Experiences, Exponential Business Growth
Shortly after the first implementation, OTF experienced a dramatic improvement in operational efficiency. The new digital membership signup and booking system simplified the customer journey, drastically reducing the time it took for new members to join.
The intuitive and enhanced user interface, coupled with the streamlined signup process, led to a noticeable lift in new memberships. Within the first quarter post-launch, OTF reported a 25% increase in member signups compared to the same period in the previous year.
The marketing and technical teams, in particular, were able to craft targeted campaigns thanks to the invaluable user data they gained from their new analytics platforms. These insights about customer preferences and behaviors have improved conversion rates and reduced churn, driving continuous improvement across all facets of the business.
By partnering with Outliant, Orangetheory Fitness has dramatically boosted its brand reputation, showcasing the company’s commitment to innovation and customer satisfaction.