Orangetheory and Mirror Execs Compare Notes on Marketing Fitness' Buzziest Brands

Kevin Keith and Eric Mandell share insights on everything from personalization to striking the perfect tone

Orangetheory and Mirror are two of the buzziest brands working to shake up the roughly $32 billion U.S. fitness industry, per Statista. Ahead of our inaugural Brandweek: Challenger Brands summit in New York, we asked Eric Mandell, vp of marketing for Mirror (a futuristic, interactive workout experience using, you guessed it, a mirror that you can hang in your home), and Kevin Keith, chief brand officer of Orangetheory (a fresh take on class workouts), to interview each other. The two marketers discussed what it’s like to be challenger brands in the fitness space, how they approach technology, why personalization is key and more. The conversation has been edited and condensed for clarity.

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This story first appeared in the Feb. 4, 2019, issue of Brandweek magazine. Click here to subscribe.