Orangetheory Takes Their Gym to Hotels

Orangetheory is testing a new pop-up gym model across hotels nationwide. Their first location opened last month at the Hilton-owned Boca Raton Resort and Club, and the company has plans to launch at least 12 more locations this year.

Pop-up locations will operate similar to Orangetheory’s standalone locations. They will feature the same equipment and offer classes taught by trainers brought in from other Orangetheory gyms. Guests staying at the resort locations will be able to join an interval training class for $30. Those guests who are already Orangetheory members get a discounted rate of $20 per class.

For now, the pop-ups will be open for six months, allowing Orangetheory to measure success before committing to long-term leases.

Why It’s Hot

Hotel guests are captive audiences for trying out new experiences while they’re away from home and outside of their usual routines. This model could become the best way to introduce the Orangetheory method to potential new members.

Source: https://digiday.com/marketing/orangetheory-launching-pop-gyms-inside-hotels/