Orangetheory Fitness has hired Toronto-based Kwittken as its public relations agency of record in Canada.
Kwittken is the first agency to run a national PR campaign for Orangetheory Fitness Canada. The agency won the business through a competitive process.
Aside from public relations, the mandate includes social media strategy, planning and execution and support of local marketing efforts.
“For us it was a critical choice, as we wanted a company that not only represented our brand well, but one who could communicate our voice properly in the market,” says Hifa Maleki, senior director of operations at Orangetheory Fitness Canada. “We wanted a company that our franchisees found approachable to work with as well (and) that would work hard for them.”
Maleki notes that franchisees are at times skeptical with marketing and PR decisions made by the franchisor. However, “Kwittken has honestly done such a great job introducing themselves to our network” which has helped build trust to its Canadian owners. The agency will help Orangetheory break through the competitive Canadian health and fitness market, she says.
Orangetheory Fitness has more than 340 studios in nine countries including 22 in Canada. The company plans to open an additional 35 studios across the country this year, including in downtown Toronto.
Kwittken, which expanded to Canada in 2014, also has offices in New York and London and has been part of the MDC Partners network since 2010.
