Challenge

In 2018, Orangetheory hired Tombras to lead its SEO strategy, beginning with creating a single source of truth for all of its studios using the Reputation platform. When the COVID-19 pandemic hit in March, 2020, all of the studios were forced to close. Committed to creating the best possible customer experience, Orangetheory proactively paused all membership payments and announced free at-home versions of its in-studio workouts. “For the first time ever, Tombras was actively encouraging people not to visit a local Orangetheory Fitness studio,” said Jay Bolling, Senior SEO Manager at Tombras.

Updating Google Business Profiles manually to reflect temporary closures and reroute people to the virtual fitness offering was time- and cost-prohibitive, as up to 90 studios were closing daily. They looked to Reputation’s Business Listings module to complete rapid, efficient business listing updates.

Solution

As Orangetheory’s single source of truth for up-to-date, accurate studio information, Reputation enabled Tombras to pivot quickly, align with their client’s customer-first strategy and ensure the new Orangetheory At Home™ offering gained online visibility and traction. Tombras also leveraged the platform to provide communities up-to-date information as local studios re-opened. “We relied on Reputation’s bulk upload feature to eliminate the time-consuming manual work of updating each individual listing by hand, which would have taken hours per day,” said Bolling.

Bolling pointed out that Google’s “Temporarily Closed” feature was new, and would have slowed the process had it not been for Reputation’s API integration with Google. “The integration between Reputation and Google made updating all of the business listings a seamless, hassle-free process,” he said. “Plus, by eliminating error-prone manual updating, Reputation enabled much higher business listings accuracy.”

Results

With accurate business listings and great reviews, Orangetheory locations continue to rank high in search results and drive brand awareness and website traffic, despite closures. The company now enjoys 99.7% business listings accuracy and an average star rating of over 4.5 stars. Additionally, more than 1.8 million people have been introduced to the Orangetheory At Home™ offering, which positions the brand for continued success in a post-COVID-19 world.

“As a foundational element of our SEO strategy, Reputation delivers tremendous value to Orangetheory by ensuring local communities have accurate, timely information about nearby studios and alternative services,” said Bolling. “This helps keep members engaged and active, providing a competitive advantage for Orangetheory now and in the months ahead.”