As originally posted on PRWeek

Orangetheory Fitness has brought on Coyne PR to insert itself into pop culture conversations by building upon its unique, science-based workout experience coupled with its democratized approach to fitness for all.

Backed by the science of excess post-exercise oxygen consumption, Orangetheory workouts incorporate endurance, strength and power to generate the “Orange Effect,” whereby participants keep burning calories for up to 24 hours after a 60-minute workout.

Coyne started working with Orangetheory as its PR AOR in May. There was no formal RFP process; the fitness company just directly called Coyne about the work.

“In 2018, we went through a formal RFP process with Orangetheory,” said Coyne EVP Jennifer Kamienski. “Coyne was not selected but we stayed in touch. They were looking at a different direction at that time and went with a different agency.”

Since May, Coyne has been working with Orangetheory to help build the brand into a “cultural icon,” Kamienski said. The agency is creating content that addresses fitness as a lifestyle, with a major focus on earned media.

One of the first efforts Coyne assisted Orangetheory with was a promotion it was offering to members.

“They were opening their studios again [after closing due to the pandemic] and were offering one month free, but was the media going to care about it?” explained Kamienski.

To make the campaign “bigger than just a promotion,” Kamienski said the brand leaned into data, such as a survey Orangetheory conducted that found 41% of Americans are suffering from the monotony of the at-home fitness routine and want to return to variety, community, motivation and accountability offered by studios and gyms.

“We saw that people are tired of being in their proverbial basement and looking to bust out of that,” she said. “We leaned into that and how you can beat basement burnout [by taking advantage of Orangetheory’s promotion].”

Coyne has also been leaning more into cultural moments. For example, in August, Orangetheory offered free classes to anyone named Britney after Britney Spears’ father James Spears agreed to step down as the singer’s conservator amid her years-long battle for freedom and control over her money.

“It was an idea of celebrating that strong, creative, female independence,” explained Kamienski.

Coyne and Orangetheory are preparing for a major campaign in 2022. Orangetheory’s chief brand officer Kevin Keith could only reveal that it involves a celebrity and music.

“Music is a big part of who we are,” noted Keith. “So we are taking that and elevating it.”

Coyne SVP Lauren Mackiel is leading the account from a strategic and creative standpoint.

Budget information was not disclosed.

The incumbent on the account was Ketchum Atlanta. The relationship ended in May due to a shift in Orangetheory’s strategic priorities, Keith said.

“Ketchum did a fantastic job helping us through a phase in our business where we were building our brand from a franchise development standpoint, which exceeded our goal,” he said. “We now need to build more growth for the brand and culture [with a focus on] increased memberships and retention.”

Orangetheory Fitness was founded in 2010. Franchisees have opened over 1,400 studios in all 50 U.S. states and over 25 countries.