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.
Climbers on the iconic Bastille in Eldorado Canyon deal with heavy winds, pouring rain and temperatures that can rise and fall by as much as 40 degrees in August. As prepped as they might be, they could likely use an extra layer or two on their way to the top of this picturesque mountain outside Boulder, Colorado.
Enter the world’s most remote pop-up, dubbed Cliffside Shop and manned from sunrise to sunset by a fellow climber handing out hoodies, socks and other gear to anyone who needs it. The price may be free, but it does require you to climb 300 feet to a shop that juts out from the sheer face of the mountain.
The pop up lasted for two days, and the campaign, includes a dedicated microsite where users can find more information about the material and shop branded gear.
Why it’s hot? Give people what they need exactly when they need it, no matter where they are
While McDonald’s has been attempting to refresh its burger offerings via things like mascot makeovers, given its recent business problems, McDonald’s is also working to attract new customers—those who wouldn’t normally eat there—to check out what else is on the menu besides a Big Mac.
McDonald’s Canada decided to play a little branding trick on unsuspecting salad lovers by launching a pop-up shop called The Salad Society and giving away salads featuring ingredients like baby kale, feta cheese, and couscous. The idea was that a non-McD’s pop-up would take away any preconceived notions and instead focus on the quality of the food. But when the happy lunch crowd got to the bottom of their bowl, the jig was up. The brand has also partnered with bicycle delivery service Hurrier to give away four weeks of free salad deliveries, and created The Salad Society “membership” cards as branded gift cards.
The announcement earlier this month that McDonald’s would be adding kale to its menu became a massive news story, prompting everything from mockery to debate over whether the brand could authentically incorporate an ingredient like kale into their menu. Salad Society is McDonald’s Canada’s way of side-stepping those conversations as it adapts to changes in consumer taste, and is one of the ways McDonald’s is attempting to stay relevant. Leveraging the authentic reactions of real people in advertising (The stunt was filmed for a spot that debuted on broadcast May 12. A longer, 50-second digital version of the ad is currently running as pre-roll on YouTube and other sites) provides credibility and could potentially convince those on the fence to try the item.