PROVING PERFORMANCE
Training data into results
Overview
Orangetheory Fitness needed a clear, compelling way to demonstrate how a hyperlocal media strategy could improve studio performance. The challenge was turning months of campaign data across two studio cohorts into a story that was easy to understand—and convincing enough to support a sales conversation.
approach
I designed an 8-page digital case study that turned performance metrics into an approachable visual narrative.
The layout paired bold typography, data visualization, and structured content to clearly communicate the testing
process, optimization strategy, and results across both
cohorts. The finished piece was used as a gated conference asset at Momentum 2026.
Data regarding this deliverable is unknown. The PDF will be available at the Momentum 2026 conference in early October.
PERFORMANCE SUMMARY
Results from a five-month study on five corporate studios.
calculated based on cost to generate one completed registration.
37%
Lower Cost-per-lead
Calculated based on Cost per booked intro class.
55%
Lower Cost-per-booking
Book rate held steady as CPL and CPB dropped. Better targeting, optimization, & creative led to quality leads.
XX%
PEAK BOOK RATE
![](data:image/svg+xml,<svg display="block" id="3319335756" role="presentation" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg"><path d="M 8 0 L 8.964 4.177 L 11.745 0.93 L 10.672 5.08 L 14.632 3.506 L 11.768 6.679 L 16 7.139 L 12 8.607 L 15.535 10.997 L 11.316 10.424 L 13.344 14.194 L 9.873 11.712 L 9.929 16 L 8 12.177 L 6.071 16 L 6.127 11.712 L 2.656 14.194 L 4.684 10.424 L 0.465 10.997 L 4 8.607 L 0 7.139 L 4.232 6.679 L 1.368 3.506 L 5.328 5.08 L 4.255 0.93 L 7.036 4.177 Z" fill="rgb(11, 71, 214)" height="16px" id="S2acSJNud" transform="translate(0.058 0)" width="16px"/></svg>)
Numbers based on averages across all five studios.