Case Study

Commerce Garage is the preferred digital marketing agency for 30+ franchisee locations across North America.

With our proven full funnel digital strategy, execution, creative production, and optimization of paid advertising, SEO and website conversion optimization we accelerated membership signups, revenue and profitability for each individual Orangetheory Fitness (OTF) location.



Orangetheory® Fitness is one of fastest growing fitness franchises in the world. The company was ranked #60 on Inc. Magazine’s Fastest Growing Private Companies List and #255 in Entrepreneur’s 2016 Franchise 500® list of the top franchises.

As a disruptive leader in a competitive space, Orangetheory Fitness is continuously looking for ways to grow its market share and truly change the way people experience exercise.

Commerce Garage was approached by OTF Canada in Spring 2017 to help scale its lead generation initiatives while improving lead-to-membership efficiency. At Commerce Garage we quickly accepted the challenge and leapt at the opportunity to work with an innovator like Orangetheory Fitness to help them meet their business and marketing goals.

We kicked things off by overhauling OTF’s landing pages to be both mobile and desktop optimized. We then implemented an incoming lead management solution that effectively and efficiently distributed and notified studio owners of qualified leads to follow-up with.

We rebuilt OTF’s Facebook Ad and Google Search accounts to put them in a position of scalability. Lastly, we overhauled the ad creative and messaging to focus on generating high-quality leads and elevating brand value proposition.

Services Provided

  • Facebook Ads
  • Google Search
  • Retargeting
  • Bing Search
  • Conversion Rate Optimization (CRO)
  • Funnel Optimization
  • Persona Identification
  • Landing Page Design and Development
  • Integration with new Lead Gen Routing and Notifications System
  • Marketing Strategy and Advising


Lift In Web Traffic
Lower CPL
More Lead to Member Signups


We built and delivered laser-focused advertising aimed at driving awareness, consideration, lead generation and membership signups from a single ad impression.

We utilized web analytics and other tools to track and monitor how people were engaging with OTF websites — gaining valuable insights from real website visitors.

This unique approach allows us to uncover optimization opportunities to continually help increase website traffic, leads, membership signups, net sales and overall profitability.


Facebook and Instagram Advertising

We launched uniquely crafted Facebook and Instagram Ads to drive conversion performance across all stages of the marketing funnel. Launching a mix of video ads, link ads, image ads geared towards delivering both a massive uplift in awareness and conversions, coupled with our proprietary optimization techniques was the cornerstone of Orangetheory Fitness’s success in reducing their costs per acquisition (CPA).

Since launch we have significantly improved lead volume, cost per lead and lead-to-member sign-up efficiency, delivering more traffic and revenue for fewer dollars. A key pillar to our success has been eliminating low-quality leads by removing contest centered advertising and deliver only ad content and messaging based solely on the values of Orangetheory Fitness.

Google Search

In a very competitive space where products are typically high-consideration purchases, it was critical to get in front of potential customers with the right information at the right time to help them choose Endy. We utilized everything Google Adwords offered to prospect and convert new customers with immediate and lasting success.

Google Display

Google Display is an integral component of the AdWords channel and mainly serves to support search through various remarketing opportunities. Big, vibrant creative that prominently displays the USPs of OrangeTheory helps capture user attention at various stages of the funnel. Utilization and testing of the various audience segmentation options (i.e. remarketing, interest, etc.) will ensure we can spend on the most effective channels while also expanding reach as we progress. Constantly refreshing and testing creative is also a must for advertising on the GDN.


Pinterest Ads

With over 70 million people in the U.S. and 150 million people worldwide Pinterest is a must-do for channel exploration. It’s still relatively early days for the Pinterest Ads platform with lots of available inventory at a fraction the cost of mature digital channels of Facebook and Google. We believe we’ll be able to drive high volumes of website traffic at low CPM’s and CPC’s making Pinterest a viable and scalable option for growing leads and membership sign-ups.



With businesses that have locations in multiple geographical areas, it’s important to remember that not all consumers will respond the same way. This is especially true of Orangetheory Fitness, with studios ranging from dense urban neighbourhoods to sleepy suburbs. Because of this, A/B testing has been a proven method for finding the exact messaging that speaks loudest to specific audiences. Starting with an educated hypothesis, we tested elements such as copy, creative and page layouts to create perfect location and goal-specific landing pages to introduce Orangetheory Fitness to new audiences and encourage them to sign up for trial workouts.

Landing Page Optimization and UX

Leaning on our experience in digital, and industry standards layered on top of user data, we build landing pages and performance funnels optimized for conversions and exceptional user experience.

We’re excited to partner with Orangetheory Fitness Franchises around the world and continue to rapidly grow its brand, membership and franchise footprint.