College - Author 1

College of Agriculture, Food and Environmental Sciences

Department - Author 1

Recreation, Parks, and Tourism Administration Department

Degree Name - Author 1

BS in Recreation, Parks, and Tourism Administration



Primary Advisor

Kevin Lin


The fitness industry has grown immensely in the past decade as a form of health management. The industry has expanded to offer niche fitness facilities that cater to individuals’ specific needs and motivations. The purpose of this study was to examine the best marketing and branding practices utilized by Orangetheory Fitness. The research for this study was collected using a case study matrix, developed by the researcher, to evaluate Orangetheory Fitness’ marketing strategies. The study resulted in findings indicating the importance of technology advancement and brand differentiation pertaining to the success of Orangetheory Fitness. It is crucial for Orangetheory Fitness to continue expanding their services and advancing their technology to remain competitive in the boutique fitness industry.