NRF 2018: Data Drives Ultimate Customer Personalization at Orangetheory Fitness

By gathering heart rate data while its clients exercise, Orangetheory Fitness of Boca Raton, Fla., has created a workout approach that lets it develop increasingly personalized, results-based training. Ellen Latham began the progam as a studio in her home, and now — less than a decade later — Orangetheory boasts more than 800 locations nationwide.

Watch and read more stories from NRF 2018 now. 

<p>Ellen Latham, Co-Founder, Orangetheory Fitness</p>

<p>Vanessa Jo Roberts, Editorial Director, BizTech</p>

<ul>
<li>Orangetheory Fitness co-founder views data as fundamental to the future of fitness.</li>
<li>By gathering data, Orangetheory members can manage their routines and the company can develop highly personalized workouts.</li>
<li>Co-Founder Ellen Latham says data is critical to helping build brand loyalty.</li>
</ul>