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Data as a Service Case Study—OrangeTheory

The chief brand officer at Orangetheory, said: “With AI, we know the behavior of, say, a 27-year old female in Chicago enough to deliver her a message that will resonate with her more deeply.” As a result, Orange Theory grew dramatically in only a few years. It opened almost 1,000 studios in 15 countries and—at the time of writing this—has about 623,000 members.

This is what it looks like to run an intelligent initiative. Orangetheory didn’t guess what their audience wanted. They used insights gleaned from data to pull out messages that trigger emotional responses and human behavior. But this type of emotional appeal didn’t stop with their advertising. Once in a studio, the fitness giant uses a person’s individual data to personalize the experience.

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