This document discusses strategies for using branded content and social media to generate revenue for an Orangetheory Fitness studio. It recommends posting professional photos and videos from the brand as well as member features to boost studio utilization, retail sales, and membership purchases. Specific content ideas include exercise tips, highlighting signature workouts, promoting retail merchandise, and adding a personal touch to engage current and prospective members. Studios will receive monthly access to branded content including retail shots, workout videos, member success stories, and exercise tips to use across social media platforms.

1. Branded Content & Improved Social Media Strategies:
Turning Your Studio's Social Media into a Revenue Generating Machine

2. PROFESSIONAL CONTENT
"Producing Positives"
Main Outcome Goals with
Professional Content:
• Boost Studio Utilization
• Grow Retail Sales
• Increase Membership Buy-Ins
• Higher Retention Rates
• 50% + Premier Member Base OTF
Standard
• Emphasize how OTF can get Members
(Current & Prospective) #MoreLife
What Professional Content is
provided for you?
• Photos and Videos upholding OTFBrand
• Exercise tips from Certified Coaches
& The template design team
• Retail shots of SA's, Managers,Coaches
• Member Features(Successes/Achievements)

3. BOOST UTILIZATION?
How can we

4. CONTENT FOCUS:
EXERCISE TIPS• Strategically posted
tips can give
members insight
into exercises that
are present in
tomorrows workout.
• Highlighting fan
favorites or focusing
on specific muscle
targets. Members
will be engaged and
willing to come to

5. CONTENT FOCUS:
SIGNATURE WORKOUTS &
BENCHMARKS
• Highlighting benchmarks
shines light on the
importance of studio
presence at least 2-3
times a week. This
prevalence is essential in
strides from previous or
initial benchmarks for
each member. Members
can prepare themselves
to beat previous efforts.
• Generating hype around
Signature workouts will
lead to a larger sense of
community. OTF is a
place where any level of
fitness can come get a
great workout and discuss

6. INCREASE RETAIL SALES?
How can we

7. CONTENT FOCUS:
"THE KEY TO SUCCESS"How do we achieve selling
OtBeat Burn to 100% of New
Joins? How can we sell more
OtBeat Burns to current
member base?
• Educate members on the
countless ways the OtBeat
Burn can help achieve goals
much faster.
• Show Members and
Prospects benefits to OtBeat
Burn in and out of studio:
• Technology connects to
treadmills in real time
• Connect to the
Orangetheory App via
Bluetooth Technology
• Performance summary

8. CONTENT FOCUS:
RETAIL MERCHANDISE
• Transforming OTF clothing merchandise from something on a rack.
To an article of clothing that embodies the “OTF” lifestyle in and out
of the studio

9. HOW CAN WE SELL MORE MEMBERSHIPS?
Most Importantly..

10. CONTENT FOCUS:
ADDING A PERSONAL TOUCH
• Turning generic
content from
BrandCentral into
something relatable
and engaging for
current and
prospective
members.
• This will create more
engaging content that
will ultimately be
seen by more people!

11. • Creating high quality
content that shows
prospective members
what OTF is.
Orangetheory is not a
"gym", rather a Premium
Fitness Brand with state
of the art technology that
connects one to the
workout, giving them
#MoreLife.
• Staying true to the OTF
Brand through not only
Operation, but Emotion.
Again, emphasizing
community in and out of
CONTENT FOCUS:

12. NEXT STEPS
On a monthly basis, each studio will have access to:
1. All retail shot quarterly, inside and outside studio (ex. Holiday Collection for
December)
2. All Signature and Benchmark workouts will get Photos/Video Monthly
3. 1 Emotional Video / Member Success video
4. Highlight OtBeat + Equipment
5. Exercise Tip Library (New Exercises added Monthly)
6. Objective/Goal Breakdown for each piece of Content - this creates
tangible meaning

14. Example: Objective/Goal Breakdown

15. CONTENT FOCUS:
MORE PROFITABLE
ADVERTISEMENTS• Orangetheory Fitness is a Premium Fitness Brand, across the board. Ad success
will be present with improved content on all social media platforms. When a
prospective member sees an ad, they will likely locate Studio Instagram/Facebook
before entering contact information. Having quality content will make sure they
know “OTF is the Best 1-Hour workout in the entire Country” and a Premium
Fitness brand.
• High quality video ads will also allow each studio to run ads through YouTube -
proven to yield a 20% higher conversion than Facebook, YouTube was previously
untouched by most franchisees because individual video ads were too expensive
to be created on a studio to studio basis. However, using our branded OTF content
will give each studio a broad selection of what video to run.

16. Thank you
Please contact me at: (nafr29@gmail.com)
Or by phone: (954)-804-4044
Follow me @Nick_orangetheory