What Orangetheory Is Doing to Engage Its Users During Covid-19

The brand has had to bring its operations fully digital over the last couple of weeks

A video demonstration of different workouts with two people and a baby
What do you do when your brand is all about sweating in a community environment—the very kind of environment that health officials want everyone to avoid? Orangetheory

We were supposed to be basking in the crowds of SXSW with a massive activation. Instead, the team was in a studio, filming workouts with Costco-sized packages of soap, an overstuffed suitcase and a rolling pin. Days later, the props became giant utensils and an 8-month-old child. Welcome to marketing in the age of Covid-19.

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@Toddcop Todd Copilevitz is the global director of content and digital marketing for Orangetheory Fitness.