Fitness Health & Wellness

How Orangetheory scaled its creator program from manual outreach to a full operating system

23 creators hired across 2 campaigns
45 video assets delivered, paid-ready
CPL aligning with or outperforming existing creative benchmarks
Discover, Campaign, Chat, Track, Pay — all in one place

Overview

2

Campaigns

- - - - ->

23 creators

Sourced and hired across campaigns

45 videos

Paid-ready video assets delivered

15–30

Creator applicants per open marketplace campaign

Agile

Faster turnaround from brief to content delivery

About the brand

A premium fitness franchise built on real results

Orangetheory Fitness is a global boutique fitness franchise with more than 1,000 studios worldwide. Built around science-backed, heart rate-based interval training, the brand attracts members who want measurable results from every workout.

Orangetheory's marketing philosophy is direct: real transformation stories from real people outperform polished, manufactured content. Creator marketing is central to that strategy, and operational efficiency is non-negotiable for a lean internal team running programs at global scale.

Industry: Health and fitness / franchise · Platforms: Instagram, TikTok

Before Collabstr

Manual outreach, slow campaigns, no way to vet quality upfront

Finding brand-aligned creators for a fitness brand requires precision. Generic influencer pools produce generic content. Orangetheory needs creators who genuinely connect with the product: members, local fitness enthusiasts, and lifestyle creators whose audiences trust their health and wellness recommendations.

Before Collabstr, sourcing those creators meant manual outreach, low response rates, and no structured way to assess quality before committing budget. Once a creator was found, every subsequent step added friction — email threads for coordination, spreadsheets for tracking, separate processes for payment.

"Finding the right creators was the hardest part and it took a lot of time. Most outreach was manual, with a lot of back and forth and low response rates. It was also hard to know who would actually deliver good content before working with them."

OT

Marketing Coordinator, Orangetheory Fitness

The Campaign

2 campaigns. 23 creators. 45 video assets delivered.

Orangetheory ran two campaigns on Collabstr, using both the open marketplace and direct creator outreach to reach hyper-local studio markets. Open campaigns generated 15–30 qualified applicants each, with creator pricing already attached — eliminating rounds of back-and-forth negotiation.

The brief focused on authentic UGC for paid ads: localized content that felt native to each studio market. Creators delivered 45 video assets, all paid-ready, which Orangetheory repurposed across Meta and other paid channels to scale reach. Centralized communication, contracting, and payment through a single platform replaced the fragmented workflow the team had relied on before.

"Using Collabstr has given us direct access to a diverse network of content creators, allowing Orangetheory to consistently produce high-quality, authentic UGC at scale."

Marketing Coordinator, Orangetheory Fitness

Results

Operational

23 creators, 2 campaigns Sourced and hired through a single platform — no manual sourcing required
Significantly faster Turnaround from brief to content delivery, enabling more agile creative testing
Centralized workflow Communication, contracting, and payment in one place — reduced back-and-forth
Scaled without headcount Content production across multiple markets without increasing internal bandwidth

Content

45 video assets Primary format, all paid-ready and repurposed across Meta and other paid channels
CPL on par or better Creator content aligning with or outperforming existing creative benchmarks in paid
Higher thumb-stop Stronger engagement and thumb-stop metrics vs. brand-only assets
Clearer creative signal Consistent delivery of on-brand assets showing which messaging and visuals drive response

"Through Collabstr, we built a scalable pipeline of on-brand UGC across multiple markets. This allowed us to rapidly test and iterate creative, improving engagement and informing our paid media strategy."

Marketing Coordinator, Orangetheory Fitness

What comes next

With the full creator workflow running on one platform, Orangetheory's team is scaling campaign volume without scaling headcount or complexity. The next campaign starts with their top performers — the ones Collabstr already identified.

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