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Orangetheory Fitness/ Tombras





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 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 My Business (GMB) listings 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’s Business Listings module to complete rapid, efficient business listing updates.


As Orangetheory’s single source of truth for up-to-date, accurate studio information, 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’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’s API integration with Google. “The integration between and Google made updating all of the business listings a seamless, hassle-free process,” he said. “Plus, by eliminating error-prone manual updating, enabled much higher business listings accuracy.”


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The integration between and Google made updating all of the business listings a seamless, hassle-free process. Plus, by eliminating error-prone manual updating, enabled much higher business listings accuracy.

– Jay Bolling, Senior SEO Manager at Tombras Group


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, 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 competitive advantage for Orangetheory now and in the months ahead.”

Orangetheory At Home™ workouts


In 2010, Orangetheory Fitness revolutionized the fitness industry with 1-hour, full-body, coach-led workouts focused on training endurance, strength and power. Using heart rate-based interval training to match workout intensity with members’ fitness levels, Orangetheory is helping people live longer, more vibrant lives at nearly 1,200 studios in all 50 U.S. states and across 23 countries.

  • Industry: Retail Services
  • Solutions Used: Business Listings, Reviews, Social Media

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