The Orange Theory of Commercial Strategy

In a world filled with constant change and fierce competition, both in the fitness industry and business, finding the right balance between pushing your limits and maintaining a steady course is essential. Orange Theory Fitness (OTF) and the world of commercial strategy might seem like two vastly different realms, but they share intriguing similarities upon closer inspection. Let's explore how these two worlds intersect regarding revenue, sales, and marketing.

The Orange Theory Fitness Experience

Optimization through HIIT: Orange Theory Fitness (OTF) is about optimizing your fitness levels through High-Intensity Interval Training (HIIT). HIIT alternates short bursts of intense exercise with brief rest or recovery periods.

In marketing, we create awareness strategies that require time to make an impact. The optimization comes in checking the ad's success via various KPIs and tweaking to peak the performance.

The Orange Zone: The "orange theory" at OTF revolves around the five heart rate zones, ranging from gray to red. The sweet spot is the orange zone, where you aim to spend at least 12 minutes during a 50-minute workout. Achieving this requires a deliberate progression through the heart rate zones while allowing the heart to recover and do it all over again.

In revenue management, we build the foundation of our strategies through segmentation to reduce the available rooms, increasing the demand and, hence, the rates. Again, the progression is deliberate.

Tools and Leadership: An OTF studio provides the necessary tools, including treadmills, rowers, and a fully equipped weight floor—however, more than these tools are required. Every workout at OTF is led by a coach who plays a pivotal role in guiding and motivating participants. The combination of coach and workout equipment creates results.

This may be my favorite analogy! The tech industry continues to evolve revenue management systems, algorithms, and AI. However, all of the tools in the world cannot replace the Revenue Manager, who must "coach" the technology to optimize the output.

...and it Continues

Rowing Upstream: Just like in OTF, where it's not about rowing fast but enduring the current, in the world of commercial strategy, adaptability without losing momentum is crucial. Moving too quickly can lead to burnout before meaningful results are achieved.

Balanced Goals: In fitness and business, balancing short-term gains with long-term endurance is vital. Striving for immediate results can lead to exhaustion while focusing on steady, sustainable progress sets a solid foundation for the future.

Healthy Competition: Working out in a group at OTF with results on display fosters healthy competition. Similarly, in commercial strategy, performance is more meaningful than benchmarks, and competition can drive improvement and collaboration.

Weight Floor Guidance: Just as you need guidance from a coach at OTF to ensure proper form and technique, mentorship and learning from experienced professionals are invaluable in the business world. Asking questions and seeking guidance is a sign of commitment and growth.

Staying in the Orange: In both fitness and commercial strategy, it's crucial not to burn out. There may be moments when you enter the "red zone," but the key is to return to a sustainable pace and strive to stay in the orange, maintaining your energy and focus.

Bringing It All Together

In summary, the principles that drive success at Orange Theory Fitness can be remarkably similar to those in the commercial strategy for hospitality. Whether chasing fitness goals or striving for business success, the path to excellence involves careful planning, guidance, adaptability, and a healthy dose of competition. You can make meaningful progress in both realms by finding your "orange zone" and balancing short-term gains with long-term sustainability.

Just as you'd consult a coach at OTF for guidance, it's essential to seek mentorship and remain open to learning in business. Ultimately, the journey to success in fitness and the world of commercial strategy is not about sprinting to the finish line but about maintaining a steady, enduring pace while striving for constant improvement. So, stay in the orange at OTF and in your commercial strategy endeavors, and avoid burning yourself out. Embrace the challenge, learn from your experiences, and keep pushing towards your goals.

Cowritten by the Kessler Collection Commercial Team- Lori Kiel, Melissa Scoma, Leslie Harbin, Monika Morrobel, and Kati Ahearn