Local Campaigns That Fueled 72% Lead Growth for Orangetheory

Orangetheory Fitness wanted to rapidly grow awareness and drive sign-ups for new studio openings in targeted neighborhoods. With a focus on establishing a strong local presence, they partnered with Blennd to build and execute a strategy that would deliver results fast.

With multiple new locations preparing to open, Orangetheory needed to fill classes quickly. But traditional campaigns weren’t driving enough traction. Their team needed a way to generate high-quality local leads at scale, while keeping cost per lead low and ensuring those leads converted into paying members.

Blennd launched a full-funnel digital campaign rooted in hyper-local targeting. This included:

• Designing a conversion-optimized landing page tailored to each new studio
• Implementing paid social and paid search campaigns focused on specific ZIP codes and neighborhoods
• Developing clear, high-impact creative centered around Orangetheory’s unique class experience
• Deploying compelling founding member offers to drive urgency and increase sign-ups

• 📈 72% increase in new leads within 90 days of launch
• 💰 8.3% reduction in cost per lead (CPL)
• 🧡 47% conversion rate from leads to paying members

These results validated the power of localized marketing and showed that with the right strategy, Orangetheory could reliably scale its membership base before new doors even opened.

Our approach helped Orangetheory Fitness accelerate growth in new markets by turning digital marketing into a predictable lead-generation engine. With a strong foundation in place, Orangetheory can now replicate this model for future openings to consistently fuel membership growth at scale.