Orangetheory Fitness
Earned Media
Overview
Orangetheory Fitness engaged with Bohlsen Group in October 2019 to garner earned media coverage in cities throughout Central Indiana where Orangetheory studios were located. The goal was to showcase that Orangetheory is more than a gym; it's a science-backed, technology-tracked, coach-inspired group workout where members feel like they are part of a strong community.
From October 2019 to January 2020, Bohlsen Group pitched unique story angles that resonated with local media, including Orangetheory member stories, fun fitness programs and community-building events. Bohlsen Group also spoke with several Orangetheory coaches throughout the partnership to generate content in the form of guest articles and ready-to-run pieces, establishing coaches as thought leaders in the health and wellness space.
During this time, Bohlsen Group secured over 23 media placements with a total of over 1,686,577 impressions in nine different cities across the Central Indiana area. Coverage was secured in all cities where a Central Indiana studio was located, including all Indianapolis TV stations, WTHR, WRTV, Fox59 and WISH-TV, and publications like the Greensburg Daily News, Southside Times, the Daily Journal, the Indianapolis Recorder and the Current in Carmel, reaching key audiences and potential new members for Orangetheory.
Results
During this time, Bohlsen Group secured over 23 media placements with a total of over 1,686,577 impressions in nine different cities across the Central Indiana area. Coverage was secured in all cities where a Central Indiana studio was located, including all Indianapolis TV stations, WTHR, WRTV, Fox59 and WISH-TV, and publications like the Greensburg Daily News, Southside Times, the Daily Journal, the Indianapolis Recorder and the Current in Carmel, reaching key audiences and potential new members for Orangetheory.