Local Campaigns That Fueled 72% Lead Growth for Orangetheory

Orangetheory Fitness became one of the fastest-growing fitness franchises in the country by building a community around measurable results. As the brand expanded into new Colorado markets, they needed to accelerate awareness and member sign-ups at each new location — fast.

Through a hyper-local digital marketing approach that combined conversion-focused web design with geo-targeted paid campaigns, the strategy drove rapid growth for new studios. Each campaign was built to connect with local audiences, showcase Orangetheory’s unique class experience, and convert that interest into new memberships before doors even opened.

With multiple new studio openings scheduled across Colorado, Orangetheory faced the challenge of filling classes and meeting membership goals in record time. Traditional brand-level campaigns weren’t producing the traction needed at the neighborhood level, where awareness directly impacts local conversions.

The marketing strategy needed to do more than advertise — it had to create community visibility, educate new audiences, and convert interest into trial memberships efficiently across multiple markets.

The campaign focused on building an agile, full-funnel digital framework that could scale quickly while staying localized to each studio’s market. This included:

• Conversion-optimized landing pages for each new studio, featuring custom creative, offers, and maps to the nearest location.
• Geo-targeted paid social and paid search campaigns designed to reach fitness enthusiasts within specific ZIP codes and neighborhoods.
• Clear, offer-driven creative emphasizing Orangetheory’s “founding member” promotions and the unique benefits of its science-backed workout model.
• A streamlined user journey, from ad click to free class sign-up, supported by consistent messaging and design across all channels.
• This system allowed new locations to launch fully integrated campaigns in days — not weeks — while maintaining strong performance across every market.

The Orangetheory approach demonstrates how a strong digital foundation paired with localized marketing can transform new launches into predictable growth systems.

At ConvertRx, this same principle drives everything we build — helping med spas, wellness clinics, and fitness studios scale faster through websites and marketing that convert traffic into bookings, memberships, and long-term clients.