Orangetheory Fitness — the revolutionary, science-based fitness brand taking the world by storm — has smashed its branding PB by licencing the naming rights of Christchurch’s premier entertainment venue, Christchurch Stadium, set to be named Orangetheory Stadium from 10 June 2019.
In what is sure to be a massive coup for Orangetheory Fitness, the naming-rights relationship aligns the brand’s focus around three core pillars: passion, innovation and community. As well as cementing them as market leaders in New Zealand’s booming fitness sector, it also offers a huge new platform for Orangetheory Fitness to leverage their More Life positioning.
New Zealand Area owner Paul Lloyd says: “The defining ethos of Orangetheory Fitness is pushing yourself to new heights. It’s something we believe has to permeate through everything we do. Which is exactly what this naming-rights relationship does for the brand Orangetheory Fitness. The link between Orangetheory Fitness and Christchurch Stadium was so natural, it almost seemed too easy — until we thought how crazy it is for this new-to-New Zealand brand to be sponsoring the city’s largest public space. Stepping up to be part of the national conversation — now that’s Orangetheory Fitness ambition in action. We hope this will inspire both our existing members, people who are alrady into fitness and those new to the fitness movement — those looking to get more active but perhaps feel a bit intimidated by a normal gym. With this sponsorship Orangetheory Fitness is showing it understands their mindset too.”
“Key to us was developing the relationship between wellness and sport that sits at the heart of all we do. We believe in ‘More Fitness. More Energy. More Life’ — which is exactly what Christchurch Stadium is all about. There is so much energy, so much life in the events held at the stadium – be it rugby, rugby league or concerts. To think a global audience of millions could be tapping into the Orangetheory Fitness buzz at this stadium is incredible. We’re so excited about where this partnership could take us.”
Orangetheory Fitness launched its first studio in Fort Lauderdale, Florida in March 2010, and has transformed into one of the world’s top fitness franchises, with more than 1,200 studios in 24 countries. The 60-minute, five zone heart-rate monitored interval training concept combines a unique trifecta of science, coaching, and technology to give members more to their workout and beyond. The Christchurch studio, located at 86 Moorhouse Ave, is the first in New Zealand with two launching in Auckland and over 20 other studios planned in the initial rollout.
The transformation to Orangetheory Stadium began to take shape earlier in the month with signage installed around the field of play.