Orangetheory Fitness Names Coyne PR Agency of Record

by | Nov 11, 2021

Coyne Public Relations (Coyne PR) announced it has been selected by Orangetheory Fitness as its agency of record to provide public relations support. As health and wellness continue to become increasingly important, individuals are looking to fitness brands to expand beyond simply providing safe spaces for fitness to also educate and guide members on living healthier lifestyles and maintaining their wellness routines, as keeping active has both physical and psychological benefits.

To meet these changing expectations, Orangetheory Fitness and Coyne PR are working together to insert the brand into pop culture conversations by building upon its unique, science-based workout experience coupled with its democratized approach to fitness for all. With Statista estimating that there are over 200,000 fitness clubs worldwide and IBISWorld predicting that the industry will increase by 7.2% in the U.S along over the next year, it is critical for fitness brands to be reaching their audiences with a strong brand identity and a holistic story that resonates.

“With the industry continuing to grow at an exponential pace, we know what sets us apart is our trifecta of science, coaching and technology that makes it easy for a person to achieve their personal best in an environment that fosters a sense of community,” said Kevin Keith, Chief Brand Officer, Orangetheory Fitness. “Seeing that same passion in Coyne PR, we knew we had found a partner that would help us grow to new heights.”

Orangetheory Fitness, founded in 2010, currently holds studios in all 50 U.S. states, as well as countries around the world and supports the health and wellness goals of members by helping them stay strong and healthy from the inside out, delivering more energy, more drive and more “life.” Over the course of more than a decade, Orangetheory Fitness has built its brand into one of the most recognizable in fitness worldwide. Orangetheory’s training strategy, a heart-rate based interval training, focuses on short bursts of intense physical activity to maximize health benefits. Their group-class environment is designed to foster a sense of community among all ages and ranges of physical health. This aspect of their brand cannot be overlooked as the world returns to in-person health and fitness activities that have been kept isolated and individualized for quite some time.

“Orangetheory Fitness came to us looking to be pushed and we asked, how far? At Coyne, we don’t back down from a challenge like that – we rise to the occasion,” said Jennifer Kamienski, Executive Vice President, Coyne PR. “As many of us know, health and fitness have become increasingly important in our lives throughout the pandemic. Coyne’s strategy is to bring Orangetheory to the epicenter of this movement of wellness for all.  We will work tirelessly to reach cultural icon status for Orangetheory.”

According to an industry statistics report from Wellness Creative Co., the fitness industry had been growing at 2.9% annually worldwide before COVID. As a leader in a 100-billion-dollar industry, Orangetheory Fitness has and will continue to set the standard for a new generation of fitness lovers.

About Coyne Public Relations

s one of the top independent firms in the United States, Coyne PR delivers programs built on a foundation of stand-out creative, integrated thinking and flawless execution to convey messages across all paid, earned, shared, and owned channels. Coyne PR has collected more than 1,000 industry awards since the agency’s inception in 1991, including 2019 Creative Agency of the Year by PRovoke Media, 2020 Best Place to Work by PRWeek, and America’s Best PR Agencies by Forbes in 2020. In addition to its offices in New York and New Jersey, the agency’s footprint spans across 115 cities in 49 countries on six continents through its partnership in The Worldcom Public Relations Group®. For more information, visit www.coynepr.com.

About Orangetheory Fitness

Orangetheory® (www.orangetheory.com) makes it simple to get More Life from your workout. One of the world’s fastest-growing franchise companies, Orangetheory has developed a unique approach to fitness that blends a unique trifecta of science, coaching and technology that work together seamlessly to elevate participants’ heart rates to help burn more calories. Backed by the science of excess post-exercise oxygen consumption (EPOC), Orangetheory workouts incorporate endurance, strength and power to generate the “Orange Effect,” whereby participants keep burning calories for up to 24 hours after a 60-minute workout. Orangetheory franchisees have opened over 1,400 studios in all 50 U.S. states and over 25 countries. The company was ranked #60 in Inc. magazine’s Fastest Growing Private Companies list and was listed as #25 on the 2019 Entrepreneur Franchise 500 list. Visit www.otffranchise.com  for global franchise opportunities.

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