Orangetheory Fitness Launches Latest Brand Campaign, “Welcome To More Life” In Partnership With Electronic Music Duo, Krewella

The original song, written by the sisters Yasmine and Jahan Yousaf, serves as the backdrop for the campaign’s video advertisements and is the latest release from the duo since dropping “Good On You” earlier this month.

Orangetheory Fitness’ “Welcome to More Life” campaign includes three spots that will begin airing nationally on Dec. 30, 2019 and run through the first quarter of 2020, as part of an integrated multi-channel approach across broadcast, digital, and social media. Released just in time for the popular New Year’s fitness resolutions, the campaign visually showcases the unique, science-backed benefits of Orangetheory and how it’s not just about being physically fit, it’s about experiencing a better way of living.

When one has more energy, more confidence, more strength, and more courage, they live more boldly. They have more fun. They laugh more.

They experience all there is to experience. And that’s More Life.

Krewella’s “Greenlights” will be officially released as a single on Jan. 17, 2020 with an accompanying music video to follow. The song appears on the duo’s forthcoming studio album zer0, set for release on Jan. 31, 2020 on all digital service providers. The Music Division, based out of Atlanta, is credited with making the partnership possible through connecting Krewella with Orangetheory.

“We were so inspired to write a song that exhibited the meaning of ‘more life’ because we’re constantly searching for different ways to tear down our own insecurities, barriers, or whatever else gets in the way of us growing as people,” said Krewella. “Movement is so important to us whether on stage or in any other aspect of life and giving others a reason to push further through our music is a dream for us.”

Orangetheory Fitness’ mission is to help its members lead longer, more vibrant lives through heart rate-based interval training. To help potential members understand what makes the OTF experience unique, last year the brand launched its first national campaign, “More Orangetheory, More Life.” Shortly after, the company announced it officially exceeded $1 billion in system-wide revenues for 2018, thanks to its one of a kind interval training as well as its dedicated and supportive employees, franchisees, and loyal members.

“This is our biggest, boldest work yet,” said Kevin Keith, Chief Brand Officer at Orangetheory Fitness. “Welcome to More Life, made complete with Krewella’s motivational ‘Greenlights,’ inspires people to imagine what’s possible for their lives. It’s about welcoming everyone to a new way of healthy living, through a supportive community that helps ease the intimidation of starting a new fitness journey. 2020 is going to be a great year for us and we couldn’t think of a better way to kick it off than with this campaign.”

“Welcome to More Life” was created by Orangetheory Fitness’ longtime creative agency of record, Tombras, and guided by new Chief Creative Officer, Jeff Benjamin who joined the agency in Oct. 2019. Since bringing Tombras on as its official agency of record, Orangetheory Fitness has experienced 400% growth while exceeding $1 billion in revenue to become one of the fastest-growing fitness franchises in the country.

“Orangetheory is quickly becoming one of the next great iconic brands by making itself magnetic and pulling people of all types off the sidelines to participate – whether that’s doing the workouts, being part of the nearly 1 million member community, or in the case of Krewella, writing an original anthem.” said Benjamin. “We’ll continue to build on this momentum in 2020 through activations that break through culture, innovation, content, and partnerships.”

One of the world's fastest-growing franchise companies, Orangetheory Fitness has developed a unique approach to fitness that blends a unique trifecta of science, coaching and technology that work together seamlessly to elevate participants' heart rates to help burn more calories. Backed by the science of excess post-exercise oxygen consumption (EPOC), Orangetheory workouts incorporate endurance, strength and power to generate the "Orange Effect," whereby participants keep burning calories for up to 36 hours after a 60-minute workout. Orangetheory Fitness franchisees have opened over 1,300 studios in all 50 U.

As one of the few independent, woman-fronted, Pakistani-American artists in dance music, trailblazing duo Krewella stands as one of the most successful electronic acts of this decade. On January 31st, Krewella will release ‘zer0' - their first album in 3 years - on their own label Mixed Kids Records. 'zer0' is an ode to the blank slate and showcases Krewella’s refined take on dance-pop that encompasses diverse styles, cross-pollinates genres and takes cues from their multi-cultural upbringing.

Krewella were named one of Forbes’ 30 Under 30, they've had multiple singles chart on the Billboard Hot 100, and they remain outspoken opponents of sexism in the music industry. Dubbed “the dark princesses of bass” by Vice, Krewella has run the festival circuit with performances at Coachella, Electric Daisy Carnival, Lollapalooza and more while selling out headlining tours around the world.

An AdAge Small Agency of The Year, Tombras has grown to one of the leading independents in the nation, with a client roster including Darden Brands, Moon Pie, Orangetheory Fitness, Krystal Restaurants, Maaco, BB&T, Sazerac and many others.

The Music Division is an independent “outsourced music department" for emerging and established brands, agencies and creatives. The Music Division navigates the music ecosystem to develop innovative and impactful ideas, initiatives and partnerships to bring brand strategies to life through music. Founded by music and marketing industry-recognized leaders Joe Belliotti and Jeremy Gilbertson, their careers include music industry, marketing agency and global brand experience.