As competition stiffens in digital marketing, Orangetheory Fitness reconsiders performance spend

It’s been a debate for years: How can performance and brand marketing co-exist to push sales and boost brand awareness or affinity simultaneously? It’s a question Orangetheory Fitness is now asking itself after 14 years in business.

Today’s digital marketing landscape is increasingly more fragmented, making it more difficult for performance-focused marketers like Orangetheory to stand out online. To distinguish itself from the noise, the fitness brand is investing in brand building tactics to better balance its performance and brand marketing spend, according to David Chriswick, Orangetheory’s svp of brand and communications.

“There’s new brands popping up. There’s new concepts trying to earn your attention and your time. And Orangetheory, amongst that pack, is no different,” he said. He later added, “Performance will feed the final [bottom line] in the short term. But at the same time, we need to be sowing the seeds for the future and making sure there’s a healthy pipeline ahead of us.”

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