Commerce Garage is the preferred digital marketing agency for 30+ franchisee locations across North America.

With our proven full funnel digital strategy, execution, creative production, and optimization of paid advertising, SEO and website conversion optimization we accelerated membership signups, revenue and profitability for each individual Orangetheory Fitness (OTF) location.

Services Provided

• Facebook Ads
• Google Search
• Retargeting
• Bing Search
• Conversion Rate Optimization (CRO)
• Funnel Optimization
• Persona Identification
• Landing Page Design and Development
• Integration with new Lead Gen Routing and Notifications System
• Marketing Strategy and Advising

Performance Achieved

Channel Strategy

We launched uniquely crafted Facebook and Instagram Ads to drive conversion performance across all stages of the marketing funnel. Launching a mix of video ads, link ads, image ads geared towards delivering both a massive uplift in awareness and conversions, coupled with our proprietary optimization techniques was the cornerstone of Orangetheory Fitness’s success in reducing their costs per acquisition (CPA).

Since launch we have significantly improved lead volume, cost per lead and lead-to-member sign-up efficiency, delivering more traffic and revenue for fewer dollars. A key pillar to our success has been eliminating low-quality leads by removing contest centered advertising and deliver only ad content and messaging based solely on the values of Orangetheory Fitness.

Google Search is an important channel for capturing users at the mid and bottom sections of the funnel. The initial target was to first engage with high-intent users that are likeliest to convert, i.e. “gym memberships near me”. Next, we moved up the funnel by expanding audiences and keyword targeting based on relevant insights such as keyword/market research and personas. Here, we tested the efficacy of targeting various other fitness-related terms like “lose weight before wedding”, using a number of different methodologies like copy testing, CRO, and a/b landing pages.

It is important that each location have an individual set of campaigns that aim to saturate the geographical area surrounding it. Several different campaign types were run for each location, separating keywords and ideas based on their position in the funnel (i.e. branded keyword campaign is bottom of funnel, fitness/gym keywords are middle). Daily, weekly, and monthly account/campaign optimizations were made to continuously decrease CPL (Cost Per Lead), increase volume and lead quality as much as possible.

This particular strategy was custom built and tailored to each location. As we learned from our data we optimized the account toward the goal of lead volume and lead-to-membership signup rates. With these optimized campaigns we can then extrapolate the build (leaning on what we’ve learned) to any Orangetheory Fitness location in the world enabling Commerce Garage to start each studio location in an optimized state. Each location then receives its own optimizations and daily maintenance.

Google Display is an integral component of the AdWords channel and mainly serves to support search through various remarketing opportunities. Big, vibrant creative that prominently displays the USPs of OrangeTheory helps capture user attention at various stages of the funnel. Utilization and testing of the various audience segmentation options (i.e. remarketing, interest, etc.) will ensure we can spend on the most effective channels while also expanding reach as we progress. Constantly refreshing and testing creative is also a must for advertising on the GDN.

Conversion Optimization

With businesses that have locations in multiple geographical areas, it’s important to remember that not all consumers will respond the same way. This is especially true of Orangetheory Fitness, with studios ranging from dense urban neighbourhoods to sleepy suburbs. Because of this, A/B testing has been a proven method for finding the exact messaging that speaks loudest to specific audiences. Starting with an educated hypothesis, we tested elements such as copy, creative and page layouts to create perfect location and goal-specific landing pages to introduce Orangetheory Fitness to new audiences and encourage them to sign up for trial workouts.

Leaning on our experience in digital, and industry standards layered on top of user data, we build landing pages and performance funnels optimized for conversions and exceptional user experience.

We’re excited to partner with Orangetheory Fitness Franchises around the world and continue to rapidly grow its brand, membership and franchise footprint.