NEW YORK, United States — Boutique fitness brand Orangetheory Fitness is gearing up for a partnership with Apple in a bid to enhance its customer experience.
Speaking at the Association of National Advertisers’ Brand Masters conference last week, Kevin Keith, the company’s Chief Brand Officer teased the forthcoming collaboration, commenting:
“It’s kind of a secret, but the worst kept secret. A third of our members have Apple watches. Now, we’re going to go legit, and really elevate the experience.”
Launched in 2010, Orangetheory Fitness has scaled into one of the world’s fastest growing fitness franchises, with more than 1,100 studios in 49 US states and 22 countries.
Based on excess post-exercise oxygen consumption (EPOC), the science-backed, technology tracked workout uses heart-rate monitoring technology to measure members’ performance and improvement over time — a model that’s become increasingly popular within the boutique fitness market.
Having exceeded $1billion in systemwide revenues for 2018, last month the company revealed it has another 500+ studios in its development pipeline, as it continues to fuel its explosive growth rate. The news of a forthcoming partnership with Apple will only serve to propel the business further.
“By taking heart-rate interval training to a new level of performance, we have been able to take our business to new heights,” commented Co-Founder Dave Long, in a recent company statement. “As our growth rate continues to skyrocket, we believe we will reach our aggressive goal of operating 2,500 studios – serving 2.5 million members, worldwide – within the next 5 years.”
A tech-savvy concept, Orangetheory’s classes have won over consumers by elevating its live fitness experience to the next level.
One of the company’s key innovations OTbeat gives members the ability to view real-time data during their workout, which it claims motivates them to push themselves to new limits. After class, meanwhile, members can continue to monitor their progress through emailed results and the Orangetheory app.
Recently the brand released a new heart-rate monitor and an updated version of its OTconnect, a proprietary platform that creates a one-of-a-kind fitness experience by allowing members to seamlessly capture data including total distance, average/max incline, max miles per hour, total moving time and more. This it argues, has given its customers more information about how they’re progressing and helped boost retention rates.
When asked to elaborate on the Apple partnership by Business Insider, Keith declined to comment. But he hinted that the collaboration would most likely revolve around the creation of a new app.
Whatever the outcome, if its recent upgrades are anything to go by the end goal will remain the same –– to make its data more simple, more accessible, and actionable.
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