Orangetheory Fitness Empowers Women to Get More in Motivational Spot

Orangetheory Fitness, the leader in heart-rate interval training and one of the world's fastest-growing fitness franchise brands, today announced its latest effort, inspiring women around the globe to keep pushing for more. 

The spot highlights the fact that International Women’s Day 2020 falls on the same day as daylight saving time, effectively making it the shortest day of the year. International Women’s Day is meant to celebrate, inspire and empower women, but this year it also is asking them to do more with less, something women have had to do consistently throughout history. With the spot, Orangetheory Fitness is hoping to ignite the fire that lives in all women that pushes them to achieve, succeed and strive for more despite being given less. 

“We are continually inspired by the stories of our Orangetheory Fitness members, coaches, owners and staff all over the world with their ability to unlock their inner strength, gain more confidence and truly see the potential within themselves,” said Tammie DeGrasse-Cabrera, global marketing director at Orangetheory Fitness. “The milestones achieved by our predominantly female members inside our studios provide them with a sense of empowerment, and thirst for more outside of the studio. We wanted to share a bit of that inspiration in this latest effort. Our hope is that women everywhere watch this and feel motivated to go after their goals, regardless of what stipulations life has placed on them, on International Women’s Day and every day thereafter.” 

Featuring various female Orangetheory Fitness members, and Orangetheory Fitness founder Ellen Latham, the spot was produced by an all-female crew, directed by Madeline Kelly, executive-produced by Kathryn Berk at Curfew, and had Zoë Yi as director of photography. 

“As the creator and co-founder of Orangetheory Fitness, and a single mother, I feel a unique responsibility to share my story in the hopes that it can encourage other women to pursue their passions with vigor and strength,” Ellen said. “Every single day, I am lucky enough to hear stories of female triumph from our members, both in and out of the studio. If I can continue to play even a small role in those wins, I’ll wake up every day with a smile.” 

“Through Orangetheory, people all over the globe are unlocking inner strength, confidence, and potential they didn’t know they had,” said Ashley Butturini, EVP, director of client services at Tombras. “We knew the fact that these two events fell on the same day could further the brand’s mission and inspire women to keep pushing for more. It’s a privilege to work with a rapidly growing brand that’s willing to make a bold statement and be a force for good.”In tandem with the ad’s release, Orangetheory Fitness is announcing a percent-of-profit donation in March to be made to the Global Fund for Women, the nonprofit organisation raising funds to support the tireless and courageous efforts of women’s groups working every day to aid and empower women. 

The spot was created by Orangetheory Fitness’ longtime creative agency of record, Tombras, and guided by Tombras’ chief creative officer, Jeff Benjamin, who joined the agency in October 2019.