Ketchum has been appointed by Orangetheory Fitness, a global fitness franchise offering workout classes using wearable heart rate technology, to develop and execute a consumer engagement strategy across London and the South of England.
Ketchum has also been tasked with building the brand’s social media presence, from channel distribution strategy to community management and publishing on its platforms. The account will be managed by sports and entertainment communications experts in the London brand team.
US-based Orangetheory — whose franchisees have opened more 1,100 studios in 49 US states and 22 countries — entered the UK market in 2017, with a plan to launch 40 new studios in the region by 2028. There are currently five Orangetheory Fitness sites in London.
Orangetheory Fitness UK marketing manager Craig Bothwell said: “There is such an appetite for heart rate-based interval training in London, so the city has naturally always been a key global location for us. How we break into and thrive within this market is so important. Having a global consultancy like Ketchum on board to help shape our communications strategy in London has been a real asset and we look forward to all the great work we’ll do together.”
Jo-ann Robertson, CEO of Ketchum London, added: “This is a very exciting partnership for us. Orangetheory’s ambitious plans for the UK and beyond, coupled with our innovative approach to communications and the smarts of our team will result in some cracking work that really makes a difference to Orangetheory and its members.”
By Maja Pawinska Sims
Source: The Holmes Report