LONDON — Orangetheory Fitness has appointed Ketchum, a global fitness franchise is offering workout classes using wearable heart rate technology to develop and execute a consumer engagement strategy across London and the South of England. Ketchum has also been tasked with building its social media presence, from channel distribution strategy to community management and publishing on its platforms. The account will be managed by sports and entertainment communications experts in the London brand team. US-based Orangetheory — whose franchisees have opened more than 1,100 studios in 49 US states and 22 countries — entered the UK market in 2017, planning to launch 40 new studios in the region by 2028. There are currently five Orangetheory Fitness sites in London.
Orangetheory Fitness UK marketing manager Craig Bothwell said: “There is such an appetite for heart rate-based interval training in London, so the city has naturally always been a key global location for us. How we break into and thrive within this market is so important. Having a global consultancy like Ketchum on board to help shape our communications strategy in London has been a real asset, and we look forward to all the great work we’ll do together.” Jo-ann Robertson, CEO of Ketchum London, added: “This is an exciting partnership for us. Orangetheory’s ambitious plans for the UK and beyond, coupled with our innovative approach to communications and the smarts of our team will result in some cracking work that makes a difference to Orangetheory and its members.”