Just ahead of the new year—and the new decade—fitness franchise brand Orangetheory has debuted “Welcome to More Life,” the company's biggest production to date.
An evolution of the company’s “More Life” effort from agency of record Tombras, the global effort features a new single created by EDM duo and Orangetheory members Krewella titled “Greenlights,” to be released on their new album coming out in January. It seamlessly interweaves members’ workouts at Orangetheory studios with slices of real life, depicting how fitness gains can translate to real-world benefits. A member goes from running on a treadmill to chasing her kids, a senior goes from doing jump squats to hoisting a little one onto his shoulders to see fireworks, and a women's hard work at a rowing machine gives her more flair and spirit on the dance floor.
“This is our biggest, boldest work yet,” said Orangetheory Chief Brand Officer Kevin Keith in a statement. “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.”
“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,” added Krewella. “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.”
Orangetheory Fitness boasts more than 1,300 franchise studios in all 50 U.S. states and more than 23 countries. The company hired Tombras as its AOR in 2015 and this year, exceeded $1 billion in revenue.
“Orangetheory is quickly becoming one of the next great iconic brands by making itself magnetic and pulling people of all types off the sidelines to participate,” added Tombras Chief Creative Officer Jeff Benjamin, the industry vet from Barton F. Graf, JWT and Crispin Porter Bogusky who joined the shop in October. “We’ll continue to build on this momentum in 2020 through activations that break through culture, innovation, content, and partnerships.”
Find out more about health and wellness trends at Ad Age Next: Health and Wellness on Feb. 6. Buy your tickets here.