468 Retail and Channel Management Blog

Monday, March 13, 2017

Orange Theory: A Science-Based Workout Scheme


     Orange Theory is a fitness franchise that is changing the way we exercise through science, convenience, and customer relationship management. Every group workout is led by a highly-trained, wildly enthusiastic trainer, and consists of high intensity interval running, rowing, and weight lifting. The daily workouts rotate randomly to incorporate either power, strength, or endurance exercises. Each individual wears a heart rate monitor and this information is broadcasted on televisions within the room.  For me, this feeds my competitive spirit like nothing else, and when the song "Rock You Like a Hurricane" comes on, I can't help but work a little harder. 

          The science behind the "Orange Theory" states that spending between 12-20 minutes in the orange or red zone - where your heart rate is 84% and above - will lead to Excess Post-exercise Oxygen Consumption (EPOC). EPOC is a phenomenon in which your body continues using oxygen and burning calories while repairing your muscles post-workout. This fat burning occurs for 24-36 hours after you leave the gym, as your body restores itself. During the 60-minute session, you adjust your intensity based on trying to achieve EPOC through that 12-20 minutes of hard activity, for each of which you earn a "splat point". This is a very individual experience and at the end of your class, you receive a customized peformance summary email which breaks down your workout into the minutes spent in each heart rate zone.

      This combination of science and exercise is a new and innovative fitness-club scheme that gives Orange Theory a huge competitive advantage over big-box gyms. The workout are never repeated which prevents boredom or weight-loss plateaus, and the obvious results and health benefits keep people dropping out. Additionally, the studios are small and minimalistic, which makes it easier and less expensive to open them in convenient, high traffic areas. 
      The scientific theory itself appeals to individuals who are willing to pay a premium for an intense workout in order to achieve more efficient results, no matter what fitness level you are. This is especially important for time-starved individuals, such as myself, who want to make big lifestyle changes without a huge time-committment. Imagine being able to optimize your time by working out half as long as you would at a regular gym, while having more fun and experiencing an intense combination of competition and camaraderie. Who wouldn't choose that? 
     Orange Theory - which my friends and I affectionately refer to as “OT” - does an excellent job of engaging exercise-loving clients and forming a strong relationship with them individually. This stems from the fact that the value proposition is based around changing a consumer’s entire lifestyle instead of simply focusing on “before and after” pictures. The OT experience is one-of-a-kind and it easily becomes habitual, which creates a meaningful bond between retailer and customer. Employee engagement plays a huge role in forming this relationship; the coaches are well-paid, highly-trained professionals who are psyched to be sharing their passion with others. They’re willing to offer advice to help you reach your fitness goals, and they almost always know everyone in the class by name. This fosters a deeper kind of loyalty that goes beyond simple repeat purchase behaviour. Consequently, a loyal client may become such a strong advocate for Orange Theory, that he or she may even write a blog post about it for a school project.




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