Nationally and internationally, Orangetheory Fitness has been one of the fastest growing franchises due to the attention to detail in the way it structures the science of a workout. While there are many fitness chains, there are two categories of them: chains that simply allow you to exercise, and others that develop your fitness. Orangetheory falls into the latter, which is the first important competitive advantage of the chain; part of its science is development. Many people have struggled to workout, which is why many get subscriptions to a firm like Planet Fitness® but do not use them to their fullest extent. NPR describes the reasons as to why many fitness subscriptions go unused, the model many national brands are using are broken. Furthermore, Lifehacker describes the methods to breakdown barriers to getting involved in fitness, something which national brands also fail at. Orangetheory coaches are part of the process of breaking down these barriers and use models centered around the customer development and not customer enjoyment. …show more content…
The methods that the fitness brand has used to stand-out among these local competitors is to be inclusive and focus on the diversity of fitness levels in the population. Local Ann Arbor or Michigan competitors such as ZiFit Infrared and the Barre Code present their brands as fitness programs that are meant for the physically fit. There may be a market for these people, however, there is an even greater market for those who wish to be physically fit without the feeling of embarrassment or inferiority because of their given fitness ability. Furthermore, Orangetheory has constantly been going one step further, to not only brand on inclusivity but to enact it by building a welcoming community both offline and on social