Orangetheory
The 25th Hour

Orangetheory needed to convert busy skeptics into active members. The insight was simple, the biggest barrier to exercise is the belief that there isn't enough time.

I designed an interactive microsite that flipped that excuse into an invitation. A playful quiz matched users to personalized class recommendations based on their actual schedule, replacing intimidating fitness imagery with clean, accessible design that worked for beginners and athletes alike.

The campaign launched on Daylight Savings, turning the extra hour into a lead generation moment.

It drove a 60% increase in same-store leads and a record number of new member signups. The campaign worked so well that Orangetheory brought us back to run it again the following year.