When the company’s entire mode of operation was impacted practically overnight, the community lost their beloved workout environment, and Orangetheory’s data was left without an immediate, practical application. With the help of a team at Boston Consulting Group (BCG), the company was well on its way to making this dream a reality-when, just like the rest of us, its world was rocked by COVID-19.Īs a brick-and-mortar fitness brand, Orangetheory’s business model was uprooted by the pandemic. On a more practical level, Orangetheory would also strive to improve the day-to-day user experience by streamlining the process to ensure members would always be able to take the classes they needed at the times they wanted. Using the power of machine learning and AI, the company would help members supercharge their wellness regimens, delivering them ever more accurate insights. Specifically, he wanted to catapult Orangetheory into a new generation of data-driven fitness. Roughly a decade later, however, Long was determined to bring that offering to the next level. A numbers-first fitness experience built on community: that is Orangetheory’s unique offering. This data-driven reimagination of a gym experience-enhanced by an intense focus on fostering camaraderie among its members-has established the company as a go-to destination for customized, science-backed workouts. “When we opened,” Long says, “we were basically the first to launch heart rate monitoring in a group setting.” Through its biometric approach, the boutique studio franchise generates individualized physiological profiles, equipping its members with their own fitness stories and empowering them to optimize their workouts by spending the ideal amount of time in their orange and red heart rate zones (the points at which a body is working the hardest). Since its launch in 2010, Orangetheory has stood at the vanguard of personalized fitness. In the summer of 2019, Orangetheory CEO Dave Long had plans-big plans-for what Orangetheory Fitness could look like two, five, or even 10 years down the line.
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