As competition stiffens in digital marketing, Orangetheory Fitness reconsiders performance spend

There's new brands popping up. There's new concepts trying to earn your attention and your time. And Orangetheory, amongst that pack, is no different. Performance will feed the final [bottom line] in the short term. But at the same time, we need to be sowing the seeds for the future...

For example, this month, Orangetheory Fitness hired comedian Hannah Berner for a comedy event and in-person workout that will also be livestreamed on TikTok. It's a brand awareness play, Chriswick noted.

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