Blog, Orangetheory

Larry Romero, owner of Orangetheory Fitness Lake Mary, made it to the 500 Club with his second studio, Orangetheory Fitness Nona. “Can’t say we went all out and did anything extraordinary,” Larry said. “Most of our effort, 90-95% of our marketing, was through iluma Agency.” This simple yet successful strategy varied from the approach he took with his first studio. The first time around, Larry and his team put in time, money and manpower trying to get the word out there and building community involvement. They went to wine tastings and other gatherings—anywhere people were gathered in groups—offering giveaways, free 10-session packages and more. The trouble with this tactic was that many of the people who signed up through the pre-sales campaign weren’t true Orangetheory Fitness candidates. They came in for their free workouts but didn’t materialize into members. Excessive efforts and resources were being wasted on the wrong people.