Orangetheory Fitness: Case Study

The main factor of Orangetheory Fitness’s future growth rests in repairing their effort to establish a community using the brand and social media involvement. The first factor that Orangetheory’s Ann Arbor locations need to consider is the target audience for community growth efforts. It seems that the strategy and scope used to reach the social media target audience does not match the desired target audience for both Ann Arbor locations. However, the lack of diversity is stemming from social media content that is ubiquitous among all Orangetheory Fitness social media, not just the Ann Arbor location’s social media. Thus, it seems that this content is corporate created content, and as a result, it appears the target audience of the national brand of Orangetheory Fitness is not aligned with the Ann Arbor target audience. From this, it seems the Ann Arbor locations do not manage the corporate target audience in relation with their own target audiences effectively enough. The audience that they define separately from corporate falls far out of scope with what the corporate audience seems to be. The second aspect of Orangetheory’s community development strategy to focus on is the content theme and if the content is effective in creating the environment that …show more content…
Even though many different formats are used, the result appears to be an unsure mix of content appearing to lack an objective with the choice of formatting. The mix of formatting among non-corporate content is only made more confusing when adding in corporate content. However, the involvement of different formatting in content creation assists in keeping community members engaged, so it is important nonetheless. As a result, more understanding about when it is appropriate to use different media formats is