Hyperlocal Targeting and AI Have Made Orangetheory Fitness a Nearly $1 Billion Business

By the end of 2018, Orangetheory Fitness plans to have 1,300 studios in 17 countries, and by midyear, it expects to hit $1 billion in revenue. To get there, the fitness brand has worked with Knoxville, Tenn.-based The Tombras Group over the past three years, building its membership with a hypertargeted approach—strategic programmatic, social and mobile media buys—for people within a certain distance of its studios.