It’s officially the new year, which means it’s time to join the annual migration of Americans to the gym. And Orangetheory Fitness, one of the hottest rising brands in fitness, obviously doesn’t want to miss the resolution rush.
But while many gym ads focus on personal improvement with a not-too-subtle subtext of vanity, Orangetheory is instead highlighting the benefits of membership outside the gym through its new global campaign, “Welcome to More Life.”
The launch spot was created by Knoxville-based Tombras, the brand’s agency of record since 2015. In that time, the chain has experienced 400% growth and exceeded $1 billion in annual revenue. Orangetheory, which now has more than 1,300 locations and nearly 1 million members worldwide, will be running the new campaign in 23 countries.
Speaking of Orangetheory members, two of them—electronic music duo Krewella, aka sisters Yasmine and Jahan Yousaf—wrote the track for the launch spot. “Greenlights” was developed for the brand through a partnership with Atlanta-based The Music Division.
“We were so inspired to write a song that exhibited the meaning of ‘more life’ because we’re constantly searching for different ways to tear down our own insecurities, barriers, or whatever else gets in the way of us growing as people,” the musical act wrote in a statement about the campaign launch. “Movement is so important to us whether on stage or in any other aspect of life and giving others a reason to push further through our music is a dream for us.”
Tombras aimed to create a campaign that would stoke the new year enthusiasm for fitness and build it into a goal of being more energized for daily life over the long term.
“Orangetheory’s mission has been to help members live longer, more vibrant lives through a workout that’s rooted in science,” said Dooley Tombras, president of Tombras. “The Orangetheory workout is not just about weight loss or looking better, it’s about getting more from life—being there for your family, excelling in your career, and having the energy to pursue your passions. That’s why we’re laddering up to this emotional territory with the new work. It speaks to what really keeps people motivated over the long term.”
The campaign will run across broadcast, digital and social media through the first quarter of 2020. In addition to the 30-second spot, the agency created a 90-second anthem version:
“This is our biggest, boldest work yet,” said Kevin Keith, Orangetheory’s chief brand officer. “‘Welcome to More Life,’ made complete with Krewella’s motivational ‘Greenlights,’ inspires people to imagine what’s possible for their lives. It’s about welcoming everyone to a new way of healthy living, through a supportive community that helps ease the intimidation of starting a new fitness journey. 2020 is going to be a great year for us, and we couldn’t think of a better way to kick it off than with this campaign.”