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Mother in LA did some heavy lifting to become fitness brand Orangetheory Fitness’ new creative agency. As such, Orangetheory Fitness is moving on from Tombras creatively, though the Knoxville agency will still handle media for the company.
In its search for a new agency, Orangetheory was looking for a positioning refresh in the category to help drive awareness and grow its business. It is hoping Mother’s Los Angeles office will be able to vault the brand above the competition. The brand strategy and resulting U.S. campaign work will revolve around the company’s existing products, as well as new innovations.
“Mother was able to really articulate the meaningful differentiation of our brand. They were able to find that functional and emotional creative sweet spot,” Kelly Lohr, CMO of Orangetheory, told Adweek.
Lohr said that the pitch was part strategy and part creative execution. Mother brought in behavioral science, including the science of motivation and self-determination theory as a strategic approach. But the agency also brought in three creative ideas, one of which Lohr called “brilliant,” which is a word she uses sparingly. That campaign idea will be the fall effort from Orangetheory.
“Orangetheory has a phenomenal product that people, including us, genuinely love,” said Jesse Unger, head of strategy at Mother, in a statement. “Their scientific approach to wellness, paired with their incredibly passionate community, is the dream creative opportunity.”
The campaign is scheduled to release in November, a time that Orangetheory calls “Newvember” to welcome new members to try out the company in a welcoming way. While Lohr wouldn’t give specifics, she said that the new Mother work will highlight “Newvember” by featuring member voices in a “really unique way.”
Helping overcome ‘gymtimidation’
Orangetheory Fitness is a leader in innovative heart rate-based interval training, and the company’s gyms feature group workouts that combine science, technology and expert coaching. It’s also a fast-growing franchise company and Lohr said the franchisees will benefit from Mother’s work.
The new campaign will help by building confidence in coming to the gym, getting over what’s called “gymtimidation,” which is the insecurity of going to a new gym for the first time or dreading working out with others. By utilizing behavioral science in its campaign approach, Mother is looking to get people comfortable to come into an Orangetheory location for the first time. Once they come in for their free first class, said Lohr, Orangetheory has a high conversion rate.
