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CloseUse Cases: Digital Transformation, UI & UX Design, Web & Software Development, Technical Implementation, Growth Marketing
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.
“Three things about Outliant stand out for us: (1) exceptional engineering and product management talent; (2) their ability to think outside the box to solve tough business and technical challenges; and (3) the grit to dig in and get our projects across the finish line. I enthusiastically recommend working with Outliant.”
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.
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.
OTF’s primary challenge was an outdated tech stack.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.
“With a variety of multifaceted challenges to address, our team sought cutting-edge solutions. Outliant was the partner we needed to modernize our tech stack and propel Orangetheory Fitness into the future.”
Outliant led a strategic overhaul that resulted in a number of transformative outcomes for Orangetheory Fitness:
To kick off OTF’s digital transformation, Outliant migrated the company’s website to Webflow, a platform that could better support the team’s dynamic content needs and membership interfaces. The site was also localized in several languages to cater to a global audience. Outliant’s Webflow migration was completed in only 2.5 months and increased site performance by 80%.
Outliant developed customized software solutions tailored to OTF’s unique business model. This included integrating with existing systems and creating new functionalities to improve both the user experience and operational efficiency. Today, the development time it takes to onboard new countries has been reduced by 75%, significantly increasing the efficiency for future OTF expansions.
Outliant redesigned OTF’s user interfaces to enhance visual appeal and usability. This process particularly focused on simplifying membership signup and class bookings across devices. By making it easier for members to join, Outliant has boosted OTF’s customer acquisition and added more revenue streams.
To enable Orangetheory Fitness to gain deeper insights into visitor behavior and preferences, Outliant equipped OTF with comprehensive analytics and messaging solutions, like Snowplow, Iterable, and Radiate. Not only does this advanced tech stack allow OTF to capture data across various touchpoints but also has saved the company millions of dollars in technology spend.
Outliant provided comprehensive marketing strategies to drive growth, including lifecycle campaigns designed to engage members throughout their journey with OTF. Conversion rate optimization also enhanced the user experience and streamlined pathways to conversion, which significantly increased leads and bookings.
To manage legal and compliance issues efficiently across various jurisdictions, Outliant integrated Ironclad, a contract management platform that ensures all digital processes adhere to local and international laws and regulations. And by setting up a reverse proxy server, Outliant facilitated seamless and secure connectivity with OTF’s existing infrastructure.
To kick off OTF’s digital transformation, Outliant migrated the company’s website to Webflow, a platform that could better support the team’s dynamic content needs and membership interfaces. The site was also localized in several languages to cater to a global audience. Outliant’s Webflow migration was completed in only 2.5 months and increased site performance by 80%.
Outliant developed customized software solutions tailored to OTF’s unique business model. This included integrating with existing systems and creating new functionalities to improve both the user experience and operational efficiency. Today, the development time it takes to onboard new countries has been reduced by 75%, significantly increasing the efficiency for future OTF expansions.
Outliant redesigned OTF’s user interfaces to enhance visual appeal and usability. This process particularly focused on simplifying membership signup and class bookings across devices. By making it easier for members to join, Outliant has boosted OTF’s customer acquisition and added more revenue streams.
To enable Orangetheory Fitness to gain deeper insights into visitor behavior and preferences, Outliant equipped OTF with comprehensive analytics and messaging solutions, like Snowplow, Iterable, and Radiate. Not only does this advanced tech stack allow OTF to capture data across various touchpoints but also has saved the company millions of dollars in technology spend.
To manage legal and compliance issues efficiently across various jurisdictions, Outliant integrated Ironclad, a contract management platform that ensures all digital processes adhere to local and international laws and regulations. And by setting up a reverse proxy server, Outliant facilitated seamless and secure connectivity with OTF’s existing infrastructure.
Outliant provided comprehensive marketing strategies to drive growth, including lifecycle campaigns designed to engage members throughout their journey with OTF. Conversion rate optimization also enhanced the user experience and streamlined pathways to conversion, which significantly increased leads and bookings.
Recognizing the complex challenges faced by Orangetheory Fitness, Outliant embarked on a meticulously planned journey to complete their digital transformation.
This multifaceted project was tackled through a phased approach, with five stages that were executed with precision and aligned with OTF’s business goals.
With Outliant’s proactive, five-phase approach, Orangetheory Fitness can remain at the technological forefront of the fitness industry.
Outliant conducted an extensive discovery phase that included stakeholder interviews, current system evaluations, and user experience research. This foundational work was crucial to understanding the intricate dynamics of OTF’s operations and the specific needs of its members.
In the design phase, Outliant’s focus was on creating a user-centric platform that embodied OTF’s brand ethos while enhancing customer engagement. The team designed prototypes for a new digital membership system, incorporating intuitive navigation and streamlined processes for user signups and class bookings.
After refining these designs through user feedback sessions to ensure the end product would truly resonate with OTF’s members, the development phase brought them to life. Outliant migrated OTF’s outdated systems to Webflow and ReactJS, enabling a flexible, scalable platform.
Outliant’s strategic roadmap was tailored to seamlessly integrate advanced technological solutions while ensuring a smooth transition. The deployment phase was meticulously planned to go live during off-peak hours to minimize member disruption, followed by intensive performance monitoring to deliver operational stability.
Outliant’s partnership did not simply end with deployment. Comprehensive training sessions empowered OTF’s staff to manage the new system and troubleshoot minor issues independently. Outliant then established an ongoing support framework to continually adapt and optimize the platform based on real-time feedback and evolving business needs.
The transformative solutions that Outliant deployed for Orangetheory Fitness culminated in a story of remarkable impact, marked by enhanced performance, elevated member experiences, and 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.
This efficiency not only improved user satisfaction and boosted revenue but also improved staff productivity, allowing them to focus more on member engagement and less on administrative tasks.
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.
“The feedback we’ve received from our members and staff has been overwhelmingly positive. They love how easy it is to use our platform and access fitness resources. We’re excited to expand Outliant’s technological enhancements to our international branches and replicate our success on a global scale.”
