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Orangetheory Fitness names Kelly Lohr as Chief Marketing Officer

Orangetheory Fitness names Kelly Lohr as Chief Marketing Officer
September 15, 2022

Orangetheory Fitness has appointed Kelly Lohr as the company's Chief Marketing Officer to drive an evolved member experience, brand relevancy and company growth.

As Orangetheory continues to advance as a leader and innovator in the fitness and wellness space, Lohr will lead the company's marketing strategy. Her appointment follows Orangetheory having recently named Jason Dunlop President of International.

Lohr will report to co-founder and Chief Executive, Dave Long. With recent leadership roles at both Amazon and Freshly/Nestle, Lohr brings more than 20 years of experience and leadership in cutting-edge digital and brick-and-mortar marketing, brand strategy, B2B sales, partnership development, creative services and customer engagement to Orangetheory.

Long advised "Kelly has the perfect skill set of purpose-driven growth marketing, innovative thinking, brand progression and team building, and her wide breadth of experience and overall horsepower made her an obvious choice for this role.

"She also demonstrates a deep-rooted passion for what Orangetheory Fitness stands for, and we know she will be a true shepherd of the brand as we forge our path of future growth."

Lohr shared "It's inspiring to join such a vibrant organisation where employees, franchisees and members are equally enthusiastic and believe in Orangetheory's 'More Life' mission.

"I look forward to working with the leadership team to cultivate brand relevance, expand our performance marketing initiatives, generate excitement among current and potential members and ultimately help Orangetheory achieve iconic status."

Most recently, Lohr was the Chief Growth Officer at Freshly, the Nestle-owned healthy prepared meal delivery subscription service, where she built the brand marketing function at the company, led a complete brand refresh, developed and rolled out the FreshlyWell corporate wellness platform, and spearheaded new wholesale capabilities.

Prior to Freshly, Lohr was Head of Brand, Marketing, Customer Insights and Strategic Partnerships for Amazon Go, where she was a part of the initial team that launched the autonomous retail concept and the Just Walk Out Technology platform, recently introduced in Whole Foods Market stores. An expert at navigating the intersection of physical and digital customer experiences, Lohr was also responsible for the early development of the Amazon Store Analytics product and a suite of shopper marketing programs as a part of Amazon's Physical Store monetisation strategy.

Orangetheory developed a workout designed for all fitness abilities to foster a shared community experience by connecting members and coaches. Orangetheory franchisees have opened more than 1,500 studios in all 50 US states and 24 countries.

Within Australia, the Orangetheory franchise network has seen financial success. Each studio sees an average of 30% YoY membership growth and expansion initiated from current franchisees looking to broaden their personal portfolios, as well as spread the wealth by onboarding friends and family.

Orangetheory Fitness will continue seeking expansion opportunities and bringing more studios to more locations so members are provided additional access to the workout.

For more information on Orangetheory, visit www.orangetheory.com.

Visit orangetheory.com/en-us/international-opportunities/ for global franchise opportunities.

Images: Kelly Lohr (top) and Orangetheory Fitness studio in Miranda, NSW (below).

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