Orange Theory Fitness with Nigel Carr of Tombras Group
How does in-person, as apposed to virtual, community influence motivation? That's the Orange Theory versus Peloton story. We discuss how everyone is chasing the active, connected consumer with connected experiences, and how the psychology of motivation in the fitness space varies by brand. Nigel shares his perspective on the importance of balancing performance marketing with brand, and how earned media is critical in early-stage franchise launches. See the work below.
Referenced Content:
The in-person nature of the Orange Theory studio experience motivates and encourages. It’s brand message focuses on how the experience gives members the energy and fuel to get more out of life.
Peloton is referenced in the interview as a brand that serves a similar target, but with a different proposition. The Peloton brand offers a virtual experience over the in-person experience of Orange Theory. It’s a brand built around hardware, software, and content for the home.