Customer data on purchases and habits is one of the most important tools for any marketing program. Kevin Keith, the Chief Brand Officer at Orangetheory Fitness, also talked to us about how they use data to motivate habits in their members. Orangetheory’s goal is to give people a longer and more vibrant life. That means getting them to the gym, which means trying to solve the incredibly difficult problem of keeping people consistently going to the gym despite our natural tendency to do the opposite.
Orangetheory does this by tracking progress in every way they can. Through their data-driven member experience platform, they can track and display data in-gym, in mobile apps, and through targeted emails with individualized information sent to each recipient. Here is a sampling of the data types used:
- Overall workout count
- Miles covered and reps achieved on each machine in the gym
- Heart rates: patterns and overall stats
- Personal records and individual studio records
- Calories burned
- “Splat Points” (given for those who stay within a certain range of their max heart rate) and Reward Badges Earned
As Kevin puts it, they are “obsessed with retention,” and they are seeing the results of that obsession in metrics like having 60 percent of new members coming from existing member referrals and having a net promoter score around 80 percent.