Orangetheory Fitness today announced the next evolution of its global brand campaign, ‘Welcome to More Life’, created by its agency of record, Tombras. In partnership with electronic music sister duo and Orangetheory Fitness members, Krewella, ‘Welcome to More Life’ features exclusive previews of the duet’s upcoming new single Greenlights.
“Welcome to More Life” was created by Orangetheory Fitness’ Knoxville, Tenn-based creative AOR, Tombras, and guided by new chief creative officer, Jeff Benjamin who joined the agency in October 2019.
Since bringing Tombras on as its official agency of record, Orangetheory Fitness has experienced 400% growth while exceeding $1 billion in revenue to become one of the fastest-growing fitness franchises in the country.
The original song, written by sisters Yasmine and Jahan Yousaf, serves as the backdrop for the campaign’s video advertisements and is the latest release from the duo since dropping Good On You earlier this month.
Orangetheory Fitness’ ‘Welcome to More Life’ campaign includes three spots that will begin airing nationally on December 30th, 2019 and run through the first quarter of 2020, as part of an integrated multi-channel approach across broadcast, digital, and social media.
Released just in time for the popular New Year’s fitness resolutions, the campaign visually showcases the unique, science-backed benefits of Orangetheory and how it’s not just about being physically fit, it’s about experiencing a better way of living.
When one has more energy, more confidence, more strength, and more courage, they live more boldly. They have more fun. They laugh more. They experience all there is to experience. And that’s More Life. Watch below:
“This is our biggest, boldest work yet,” said Kevin Keith, chief brand officer at Orangetheory Fitness. “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.”
Krewella’s Greenlights will be officially released as a single on Jan. 17, 2020 with an accompanying music video to follow. The song appears on the duo’s forthcoming studio album zer0, set for release on January 31st, 2020 on all digital service providers.
The Music Division, based out of Atlanta, is credited with making the partnership possible through connecting Krewella with Orangetheory.
“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,” said 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’ mission is to help its members lead longer, more vibrant lives through heart rate-based interval training. To help potential members understand what makes the OTF experience unique, last year the brand launched its first national campaign, ‘More Orangetheory, More Life’.
Shortly after, the company announced it officially exceeded $1 billion in system-wide revenues for 2018, thanks to its one of a kind interval training as well as its dedicated and supportive employees, franchisees, and loyal members.