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Case Study · Health, Fitness & Recreation · Multi-Location
Turning brand strength into measurable performance for a fitness leader
Orangetheory had a powerful brand and a loyal community across the continent, but marketing performance was falling behind as lead costs climbed and campaigns drifted.
The Challenge
What we were up against
Orangetheory had built a powerful brand and a loyal community, with studios spanning the continent and workouts that delivered real results. But their marketing performance was falling behind.
Lead costs were rising, campaigns were inconsistent, and growth felt harder than it should. They needed a smarter, more scalable model to keep up.
What We Did
How we rebuilt the engine
Rebuilt for performance
We redesigned paid media around lead quality and studio-level outcomes. Spend was shifted to high-intent channels and targeting was refined by geography, behaviour, and historical conversion.
Streamlined the creative engine
Generic assets were replaced with local, test-ready content built around real customer motivations, health, convenience, accountability. Testing cycles were shortened so we could act on what worked.
Improved the full funnel
We worked beyond media. Landing pages were refreshed and SEO and conversion-rate tactics closed the gap between ad click and studio visit. Every step in the journey was tightened.
The Results
In the first 90 days
lift in return on ad spend
cost per lead
lead-to-visit conversion
efficiency gains
Why it worked
Orangetheory already had a strong story. We gave it a performance system that delivered, the dollars worked harder, the message was sharper, and the results came faster.
Growth became repeatable. That is what changed everything.
More budget flowed to top-performing locations while stronger targeting and sharper creative drove cost down. Studios saw more traffic without needing more spend, and paid and owned media worked together as one system.
“Hale helped us move faster without losing clarity. Our strategy got simpler. Our results got better. Our studios got busier.”VP, Marketing, Orangetheory
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