Orangetheory Fitness transforms their web presence to supercharge revenue and meet customer demand
The global fitness pioneer recognized the need for a more agile and efficient web platform to support its growth and innovation. With Webflow’s WXP, they transformed their digital presence, unlocking new revenue streams and delivering dynamic content experiences worldwide.
“We’re saving upwards of $6 million a year with Webflow, and we’ve reinvested those savings in other areas like website optimization and localization… that’s been really powerful.”
A global leader in the fitness industry, Orangetheory revolutionized exercise with their science-backed, coach-led workouts, delivering results-driven fitness experiences in nearly 1,500 studios across 24 countries. By spending 12 to 20 minutes in the “Orange Zone,” members elevate their heart rates to boost metabolism, burn fat, and maximize calorie burn—unlocking the full potential of their workouts.
Despite this success, their innovative company spirit was limited when it came to their web presence. They had ambitious growth plans, but were limited by long web delivery timelines, maintenance costs, and countless third-party tools to keep their website running. “The website is the digital door to our business… we’ve got to get that right.” The team recognized an opportunity to modernize their Digital Experience Platform (DXP), to support new customer acquisition functionality like lead capture, online memberships, and digital contracts.
“For a science-backed brand like Orangetheory, arguably the most technically advanced business in the fitness space, providing seamless digital experiences felt like a major opportunity,” says Malcom. As a dynamic, integral part of their business operations, the website needed to become a revenue-generating channel.
Modernizing Orangetheory’s web presence in 80 days
With our Enterprise account team and agency partner, Outliant, we truly felt cared for as a company. That quality of partnership and expertise sealed the deal that Webflow was going to be the platform for us.
- Malcolm Greene, Chief Information Officer, Orangetheory Fitness
Orangetheory’s previous DXP presented substantial challenges: The complexity and lack of agility made it difficult to keep up with content updates or enhance website functionality. This directly impacted customer acquisition, as prospective members had to visit studios in person to sign up.
Looking for a flexible platform to enhance the customer experience, support omnichannel accessibility, and streamline operations, Orangetheory turned to Webflow’s Website Experience Platform (WXP). The decision was made leading up to the New Year, known as the busiest time of the year for the fitness industry, so it was critical to transform their web presence within this timeframe to meet the surge in demand from their customers.Working with Webflow Certified Partner Outliant and their Webflow Enterprise account team, the migration took just 80 days. The new website not only improved Orangetheory's search engine rankings but also increased conversion rates and introduced an online sign-up feature, unlocking an entirely new revenue channel for the global brand.
“With Webflow’s CMS, we can create consistent, data-driven content at scale, keeping it synced with our systems and localized to suit different regions, transforming how we manage and deliver content,” says Malcom. They moved nearly 1,500 studio pages that were manually built into Webflow’s CMS. Each studio has unique requirements—tiered pricing structures, local tax rates, and over 150 contract variations—all of which must be accurately captured and seamlessly integrated into the digital workflow. “Capturing all this data and letting Webflow drive our online join and digital contract experiences was essential: It brought everything together seamlessly, while ensuring content consistency,” says Malcom.
They also linked Webflow’s CMS to their system’s source of truth on the backend, syncing it through microservices so that master data, like addresses, stays updated in real time. This way, when a franchise or studio updates its information, they push it to the web and the CMS almost instantly, export it for analysis, and allow for significant efficiencies. They also know they can count on Webflow’s robust security features to maintain the integrity of this extensive data and millions of fitness contracts.
Orangetheory uses Webflow to innovate and give millions of members a longer, more vibrant life
We’re moving at a velocity that we hadn’t imagined we could, and that's enabled us to do things we had on our roadmap but not for years in the future.
- Malcolm Greene, Chief Information Officer, Orangetheory Fitness
Originally, Orangetheory’s goal was simply to “lift and shift” their existing content, but the migration to Webflow led to significant enhancements in site performance. “Thanks to Webflow, we did a lot of modernization to our website that matches how we innovate as a company,” says Malcolm. This includes conducting A/B testing and iterating on the fly to optimize performance. “Relying on Webflow instead of manual updates is transformational.”
With reusable components and a centralized, visual-first CMS, the team can now generate large volumes of consistent, data-driven content. This efficiency has enabled them to deliver new web pages 6x faster—in days instead of weeks or months—and improve overall site performance by 4x.
Malcolm and the team will continue to elevate their digital presence by using Webflow Localization. “Webflow is not just content management: It’s content enhancement, content translation, and content localization,” he says. “These are really exciting advancements that take the Webflow CMS beyond just a traditional CMS.”
Looking forward, they’re working to enable faster, smarter, and more personalized digital interactions with AI-powered solutions like the Webflow AI Assistant. “Having AI seamlessly built in—that is the magic. That is the accelerator. That is the differentiator with Webflow,” says Malcolm. By harnessing the full power of Webflow’s WXP, Orangetheory will continue to pave their own path forward in the fitness industry.
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