Orangetheory Fitness

The Client

Brasco provided Public Relations and Strategic Communications support for Orangetheory Fitness in North Carolina through a three-year engagement (2019–2022), representing locations statewide. During this time, Brasco aligned with both the national leadership’s brand-driven initiatives and the local franchisees’ growth and engagement goals, supporting location-specific communications needs.

The Goals

In 2020, the fitness industry faced an unprecedented shift with the onset of the COVID-19 pandemic, leading to widespread gym closures and heightened public concern. Brasco played a key advisory role during this critical period, helping Orangetheory navigate evolving media dynamics and public sentiment. We guided strategic messaging that acknowledged health concerns while promoting the safety measures implemented across locations.

Orangetheory took proactive steps to create a safe and clean environment for members and staff—an effort bolstered by collaboration with other major fitness providers in the state. Brasco helped lead a coordinated public relations campaign to inform and reassure the public, emphasizing the collective efforts of North Carolina gyms to prioritize community health and safety.